TikTok is rolling out a new control that lets users manage how much AI-generated content appears in their For You feed. The update comes as the platform tries to balance rising AI creativity with increasing user concerns over authenticity.

TikTok announced that it will soon allow users to adjust the amount of AI-generated content appearing in their feeds. A new AI content control toggle will be added to the Manage Topics section, giving users a slider to determine how much AI they want to see.

The Manage Topics menu currently includes categories such as Dance, Sports, Current Affairs, Fashion, Health and more. TikTok says AI will be introduced as an option “in the coming weeks.”

People who enjoy AI-generated videos will be able to see more of them, while users who want less AI content can “dial things down.” However, TikTok confirmed that users will not be able to turn AI off entirely.

Testing invisible watermarks for AI labeling

Alongside the new toggle, TikTok is testing invisible watermarking, a system designed to keep AI labels attached to videos even when they are saved, reuploaded, or shared across platforms.

These invisible watermarks will be embedded in ways that are harder to remove from metadata, helping platforms identify content that was generated using AI tools.

The feature will apply to:

• AI content created with TikTok’s AI Editor Pro

• AI-generated content uploaded with C2PA Content Credentials

TikTok says the aim is to prevent situations where labels can be stripped off and content can circulate without proper AI disclosure.