TikTok is trialling new features designed to give users more control over the amount of AI-generated content that appears on their video feed. The company confirmed that an adjustable AI content slider and new invisible watermarking technology will be introduced in the coming weeks as part of its wider effort to improve transparency and user experience on the platform.
New slider to adjust AI content
TikTok is adding an AI slider to its existing set of content controls under the Manage topics section, where users can already adjust how much they see of categories such as dance, current affairs, and fitness. The new tool will allow people to choose whether they want to see more or less AI-generated material, with two levels available in either direction.
The feature is being rolled out as a test, and TikTok has not provided a specific date for full availability. It aims to give users a clearer way to tailor their viewing experience, especially as AI-generated videos continue to grow on the platform. By mirroring the design of its existing topic sliders, TikTok aims to make the feature simple and familiar for users to navigate.
Invisible watermarking for improved detection
The effectiveness of the new control depends on TikTok’s ability to identify which videos are created using AI. The platform acknowledged that many users remove visible watermarks from AI-generated content, making detection difficult. To address this, TikTok will begin adding invisible watermarks to content produced with its own AI tools, such as AI Editor Pro. These watermarks are designed to remain intact even when creators try to modify or edit the output.
The company also plans to apply invisible identifiers to videos that include C2PA Content Credentials. This system, already used across the tech industry, aims to authenticate digital content and verify its origins. However, TikTok recognises that C2PA has its limitations, as the standard is vulnerable in some cases. Despite this, the platform believes it will offer an additional layer of clarity for both creators and viewers.
Gradual rollout across the platform
TikTok says both the AI slider and invisible watermarking will be introduced over “the coming weeks.” The company is positioning the update as part of its ongoing commitment to helping users better understand the content they consume. As AI-generated media becomes more common and sophisticated, TikTok’s latest steps aim to increase transparency and give users more control over what appears in their For You feed.
While the AI content control remains in a testing phase, TikTok’s broader strategy reflects growing industry concerns about authenticity, misinformation, and the rise of synthetic media. With these new tools, the company hopes to strike a balance between supporting creative innovation and ensuring users can decide how much AI-generated material they want to engage with.
