TikTok Just Made Authentic Creators More Valuable Than Ever

Tony Wright • November 27, 2025

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TikTok dropped a significant update this week: users can now control how much AI-generated content they see in their For You feed.

That's a big deal for brands investing in short-form video—and an even bigger deal for the creators who make authentic content.

The AI Slop Problem Is Real

Meta launched Vibes, a feed dedicated to AI-generated short videos. OpenAI released Sora, its own TikTok competitor built entirely around AI video. The result? Platforms are getting flooded with synthetic content that looks polished but feels... off.

Users are noticing. And now TikTok is giving them a dial to turn it down.

What This Means for Local Brands

Here's the practical takeaway: a growing segment of TikTok users are actively choosing to see less AI content.

TikTok's new control lets users move a slider to reduce AI-generated content in their feed, while those who enjoy it can choose to see more. That means brands relying on AI-generated videos risk being filtered out entirely by the audiences that matter most—real people looking for real recommendations.

For DFW businesses trying to reach local customers, this changes the calculus. That AI-generated product video might look decent, but it could be competing against an algorithm that's actively deprioritizing it for a significant chunk of users.

Authentic UGC Is the Hedge

This is exactly why we built Scrollworks around real Dallas-Fort Worth creators making real content.

When a local creator shows off your restaurant, tries on your boutique's clothes, or walks through your service experience, that's content TikTok's algorithm will continue to favor—because users are signaling they want more of it.

The brands winning on TikTok in 2025 and beyond aren't the ones with the slickest AI tools. They're the ones with genuine creator partnerships that audiences actually want to see.

The Bottom Line

TikTok just told us what direction they're heading: more user control, better AI detection, and $2 million invested in AI literacy to help people understand what's real and what's not.

The platform is betting that authenticity matters. Smart brands should make the same bet.

Ready to connect with real DFW creators? Let's talk.

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