TikTok Rolls Out New Tools to Boost Transparency and User Control Over AI Content

TikTok has announced a fresh set of features aimed at giving users more control over how they encounter AI-generated content, as well as expanding transparency and public understanding of the fast-growing technology.

The updates — ranging from new feed controls to invisible watermarking and global education initiatives — come as social-media platforms face increasing scrutiny over the spread and labelling of synthetic media.

Control Over AI in the For You Feed

In one of the key changes, TikTok will begin testing a new AI-content control inside its “Manage Topics” feature. The setting will allow users to adjust how frequently AI-generated material appears in their For You feed.

Users who want to see more AI-driven storytelling, tutorials, or entertainment can increase its presence, while those who prefer to limit synthetic media can reduce it. TikTok said the goal is to let individuals customise their experience without undermining the diversity of creative content on the platform.

The new tool will join existing personalisation features, such as keyword filters and the “not interested” option.

Stronger Labelling and Invisible Watermarks

TikTok is also expanding its transparency measures. The company currently uses creator-applied labels, in-house AI-detection models, and industry-standard C2PA Content Credentials to identify synthetic media. More than 1.3 billion videos have been labelled to date.

The platform is now testing a new layer of protection: “invisible watermarking.”

These digital markers — unseen by users and invisible to editors — can only be read by TikTok’s systems, making them harder to strip out and more resilient even after a video is edited or reposted.

In the coming weeks, invisible watermarks will be added automatically to AI-generated videos created with TikTok tools such as AI Editor Pro, as well as content uploaded with C2PA credentials.

$2 Million Global AI Literacy Fund

Beyond technical measures, TikTok said it was launching a $2 million education fund to improve AI literacy worldwide. The fund will support nonprofits and experts in developing content that explains how AI works, how to recognise AI-generated media, and how to use the technology responsibly.

Partners across more than a dozen countries will contribute to materials aimed at boosting media literacy and raising awareness of TikTok’s transparency features.

TikTok said the updates underscore its commitment to helping users “navigate AI with confidence,” adding that it plans to continue expanding its tools, safeguards, and partnerships as the technology evolves.