X tests AI labeling to combat the rise of generated content

Social Media Today

by Andrew Hutchinson

February 23, 2026

AI-Generated Deep Dive Summary

X is developing a new feature to address the growing issue of AI-generated content on its platform. The app is introducing a post-level toggle that will require users to label posts containing synthetically generated material. This move comes as part of X’s effort to combat the spread of misleading AI-created content, which has become increasingly difficult to distinguish from authentic content. While the platform already adds watermarks to AI-generated images and videos created by its Grok chatbot, this new labeling system aims to provide greater transparency and clarity for users. The need for such a feature is driven by concerns over the proliferation of AI-generated content that misleads or deceives audiences. From fake depictions of events like terrorist attacks to misleading images of celebrities and public figures, the potential for harm is significant. X’s head of product, Nikita Bier, has emphasized the importance of addressing this issue as more developers flood the platform with AI-generated material. While the toggle is still in its developmental stage, it reflects a broader industry trend toward greater disclosure and transparency. For marketers and brands active on social media platforms like X, this new labeling system could have important implications. By requiring users to identify AI-generated content, X aims to reduce confusion and build trust among its audience. This shift aligns with the growing demand for ethical AI use and could set a precedent for other platforms to follow. However, challenges remain, such as ensuring compliance from all users and preventing automated profiles from bypassing the system. Ultimately, X’s new labeling feature represents a step toward greater accountability in online interactions. While it remains unclear how effective user-driven labeling will be in practice, the platform is taking proactive steps to address a pressing issue in the digital age. For marketers, this development underscores the importance of understanding and adapting to evolving content moderation standards on social media platforms.

Verticals

marketingsocial-media

Originally published on Social Media Today on 2/23/2026