Substack has rolled out a new feature that allows readers to see how much of a newsletter or comment on its platform was written using artificial intelligence. The integration with Pangram, an AI writing detection tool, scans posts, replies, and notes on the Substack app and provides an estimate of the proportion of content generated by AI versus a human author.
The move comes as publishers and platforms grapple with the rise of AI-generated content, often dubbed 'AI slop', which risks eroding trust in independent journalism and blogging. Substack CEO Chris Best described the tool as 'good use of AI', emphasising that the platform wants to preserve the value of original ideas while using software for everything else. 'You have to have an idea that's worth reading,' Best said during an online discussion with Pangram founder Max Spero.
For UK businesses and independent writers on Substack, the tool presents both risks and opportunities. Those who rely heavily on AI to generate content could face a loss of reader trust if their posts are flagged as predominantly machine-written. However, transparent disclosure may help ethical writers differentiate themselves in a crowded market. The feature aligns with broader regulatory trends, including the UK Information Commissioner's Office (ICO) guidance on AI transparency and the EU AI Act, which requires clear labelling of AI-generated content in certain contexts.
Dr. Emily Carter, a digital ethics researcher at the University of Cambridge, told UKPulse Media: 'This is a significant step for reader transparency, but the accuracy of AI detection tools remains imperfect. False positives could unfairly penalise human writers who use AI for editing or research. The key is whether platforms like Substack can balance openness with fairness.' She added that the move could set a precedent for other UK-based content platforms.
For UK consumers, the tool offers a new layer of insight into the authenticity of the newsletters they subscribe to. It may also influence how writers approach their craft, encouraging more human-led creativity. Substack has clarified that the tool is not intended to ban or punish AI-assisted writing, but rather to prompt writers to include a 'how I make this' statement explaining their process. Publishers can also run Pangram on their own drafts and report any inaccuracies.