Snapchat no longer rewards fully AI-generated Spotlight content

Snapchat宣布不再奖励纯AI生成的视频，平台明确表示，只有真人创作的短视频才有资格进入Spotlight推荐。这个被网友戏称为“AI垃圾”的自动生成内容，如今在多个平台遭到围堵。所谓“AI垃圾”，就是那些用提示词批量生产、缺乏真情实感的低质内容，看起来像模像样，但毫无营养。Snapchat调整算法后，创作者仍可用AI工具做特效、搞剪辑，但核心内容必须出自真人手笔。官方说得很直白：原创视角和个人故事才值得被看见。对普通用户来说，这意味着刷到的推荐会更有烟火气，少了那种批量生产的套路感。而靠灌水博流量的账号没了奖励机制，自然会被淘汰。这股风潮其实已经席卷全行业：LinkedIn推出“疑似AI垃圾”举报按钮，Substack帮读者识别AI写的文章，Meta因AI改图遭骂紧急下架功能，YouTube也明确不给“不真实内容”变现——包括那些用AI人设聊健康和理财的模板视频。各平台集体收紧政策，说到底是在提醒所有人：技术再酷，真实表达才是永远的护城河。

Snapchat is the latest company to strengthen its stance against AI slop. The social network platform will no longer reward fully AI-generated videos, as it seeks to prioritize human-made content. Snapchat announced the update on Friday, stating that its recommendation systems will be adjusted to ensure that only videos created by real people are eligible for Spotlight recommendations. Snapchat expressed in its blog post that it wants Spotlight to “remain a place where people can discover authentic creativity from real people, because we believe there’s enduring value in rewarding original perspectives, personal storytelling, and the moments that people choose to create and share themselves.” However, Snapchat clarified that it’s not completely rejecting AI. Creators can still use its AI creative tools to enhance or edit their content. This update aligns with Snapchat’s broader efforts to improve Spotlight and shift focus back to original posts that highlight human creativity. In April, the company indicated that users would see less AI-generated content. As criticism of low-quality AI-generated content (“AI slop”) continues to rise, many companies are revising their policies to deprioritize such material in their algorithms, implement reporting features, or remove certain AI features altogether. For instance, LinkedIn recently launched a feature that allows users to click a button labeled “seems like AI slop” to report posts that seem AI-generated. Substack also introduced a tool to help users identify AI-written newsletters. Earlier this month, Meta faced significant backlash over an Instagram feature that allowed users to modify photos from public accounts using AI, leading the tech giant to remove the feature entirely. Additionally, YouTube has intensified its crackdown on low-quality AI content by clarifying monetization policies, so “inauthentic content” cannot be monetized, including generic, repetitive, or template-based content, and any content featuring AI personas discussing sensitive topics such as health and finance. In separate news, last month Snapchat implemented new content control measures to protect underage users. Those aged 13 to 15 will only be able to share Spotlight posts with people they follow back, aiming to guard against doxxing.