Rewarding Authentic Creativity on Spotlight

Earlier this year, we shared our ambition to make Spotlight a place where original, authentic creativity stands out. Today, we're taking another step in that direction, updating our recommendation systems to better reward authentic, human-made content.

As of this month and going forward, wholly AI-generated videos will no longer be eligible for recommendation on Spotlight.

As low-quality, repetitive, AI-generated content becomes increasingly common across the internet, we want 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. 

Already we’re seeing experienced creators and everyday Snapchatters embrace Spotlight as a place to share their original content, with the number of unique Spotlight contributors globally up more than 120% compared to last year. ¹

No detection system is perfect, but our goal is simple: keep Spotlight a place where authentic creativity has the best opportunity to be discovered.

This is not about rejecting AI. We know that for some, AI plays an important part of the creative process, and we believe it can unlock incredible new forms of expression. So, content that has been enhanced or edited using Snapchat's AI creative tools will continue to be eligible for recommendation and importantly include transparency indicators.

As more people come to Spotlight to share their creativity and discover new voices, we'll continue investing in experiences that reward originality while preserving what has always made Spotlight feel special.

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