Snapchat has announced it will no longer reward fully AI-generated videos, adjusting its recommendation systems to ensure only content created by real people is eligible for Spotlight recommendations. The social network platform stated the update on Friday, 31 July 2026.
The company expressed a desire for Spotlight to "remain a place where people can discover authentic creativity from real people." It believes there is "enduring value in rewarding original perspectives, personal storytelling, and the moments that people choose to create and share themselves."
Snapchat clarified that it is not completely rejecting AI, as creators can still use its AI creative tools to enhance or edit their content. This move aligns with broader efforts to improve Spotlight and refocus on human creativity, following an April indication that users would see less AI-generated content.