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Here's something wild: TikTok has labeled over 1.3 billion videos as AI-generated. Let that number sit for a second. That's not a rounding error. That's a substantial chunk of what billions of people scroll through every single day.

And now? TikTok is letting you decide how much of it you actually want to see.

TikTok is rolling out an AI content slider—a simple control that lets users dial up or dial down the amount of AI-generated content in their For You feed. Think of it like a brightness setting, but for synthetic media.

This is genuinely new territory. Recommendation algorithms have always been black boxes. You like, you follow, you block—but you never get to say "hey, show me less of the weird AI stuff." Until now.

The slider is just the visible piece. Underneath, TikTok is embedding invisible watermarks into AI content—technical markers hidden in the pixels themselves that survive downloading, cropping, and re-uploading. They're also adopting C2PA Content Credentials, an industry-standard provenance system that essentially creates a paper trail for how media was made.

Translation: even if someone downloads an AI video and posts it somewhere else, the platform can still identify it as synthetic. That's huge for tracking misinformation and deepfakes across the internet.

Let's be real about the timing here. With EU AI Act requirements ramping up and election-related deepfake concerns at a fever pitch, TikTok is essentially building its regulatory defense in public. "Users can reduce AI, we label it, we watermark it, and we fund literacy programs"—that's a nearly textbook play to get ahead of legislation.

The $2 million AI literacy fund (partnering with organizations like Girls Who Code) is small change relative to ByteDance's revenue. But the optics-per-dollar? Exceptional.

If users actually drag that slider down—preferring human-made content—TikTok gets real-time data on "AI fatigue" that competitors simply don't have. And creators? They might start marketing themselves as "100% human-made," creating a whole new authenticity premium.

We're watching AI become a conscious UX choice, not an invisible force. Every other social platform is now on notice.

The feed isn't just deciding anymore. You are.