X says it will begin penalising creators who share AI-generated videos of armed conflict without clearly disclosing that the material was created using artificial intelligence. On Tuesday, X's head of product, Nikita Bier, said users who rely on AI tools to mislead others in this way will be removed from the company's Creator Revenue Sharing Program for 90 days.
If those users continue posting misleading AI-generated conflict content once that suspension period ends, they will be permanently removed from the program.
"During times of war, it is critical that people have access to authentic information on the ground. With today's AI technologies, it is trivial to create content that can mislead people," Bier wrote on X. "Starting now, users who post AI-generated videos of an armed conflict — without adding a disclosure that it was made with AI — will be suspended from Creator Revenue Sharing for 90 days."
According to X, the company will detect these misleading posts using a mix of tools, including its generative AI content detection and its crowdsourced fact-checking feature, Community Notes.
X's Creator Revenue Sharing Program gives creators a way to earn money by posting on the platform and receiving a portion of advertising revenue when their posts attract strong engagement. Although the program was intended to increase the volume of compelling content on X, critics argue that it encourages creators to publish sensational material, including clickbait and posts meant to provoke outrage. Some have also criticised the program's loose content moderation and the requirement that creators have X subscribers to take part.
Given how easy it has become to use AI to create misleading images and videos, X's decision to stop financially rewarding creators for this content is only a narrow solution. Outside the context of war, AI-generated media is still frequently used to spread political misinformation or promote deceptive products in the influencer economy, and those uses will remain permitted under the company's updated policy.
