TikTok’s new controls let users decide how much AI content appears on their feed

TikTok is rolling out a major update that gives users more control over how much AI-generated content appears on their For You feed.

The platform says the new feature is designed to give people “more agency and clarity” over the kind of content shaping their digital lives.

The announcement came during TikTok’s European Trust and Safety Forum, where the company also unveiled new detection tools, invisible watermarks, and a global educational initiative focused on responsible AI use.

How the new feature works

The control is integrated into TikTok’s existing Manage Topics section—the same place users currently adjust categories like cooking, comedy, fashion, gaming, or sports.

Now, “AI-Generated Content” will appear as a selectable topic. Users can choose to:

• See more AI-generated videos

• See less AI content

• Balance AI content with traditional user-created videos

TikTok emphasized that the tool does not block AI videos entirely but fine-tunes how often they appear on your For You feed. The aim is to create a “personalized viewing experience without compromising discovery,” the company said.

The rollout has already begun, with wider global availability expected over the coming weeks. Some users in Europe and select test markets already have access, while others—including Kenya—will see the feature gradually as part of a phased expansion.

The update is part of a broader push to address concerns over manipulated media and deepfakes, which TikTok says have increased rapidly in volume.

How to adjust your AI content preferences

Once the feature is available on your device, you can set your preferences as follows:

1. Open the TikTok app

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2. Go to your Profile

3. Tap the menu (three lines) in the top-right corner

4. Select Settings and Privacy

5. Go to Content Preferences

6. Tap Manage Topics

7. Scroll to AI-Generated Content

8. Use the slider to set your preference: More, Less, or Neutral

9. Tap Save

TikTok says your feed will adjust gradually as the system learns your viewing patterns and incorporates your new preferences.

New detection tools: invisible watermarks and metadata

Alongside user controls, TikTok is testing invisible watermarking for AI content. This digital signal is embedded into videos, unreadable to the human eye but detectable by TikTok’s backend systems.

The technology is designed to identify AI media even if it is downloaded, edited, or reuploaded.

TikTok already requires creators to label realistic AI-generated content and uses Content Credentials (C2PA metadata) to tag AI media created outside TikTok. The new watermarking aims to strengthen these safety layers and reduce the spread of unlabeled AI content.