X expands creator tools to reduce AI slop and recycled content

X has introduced new video editing and recording tools to encourage users to create original content directly on the platform.

The update includes multilingual caption overlays, customisable subtitles, trimming tools, and green-screen features that let creators to combine videos with photos from their devices or existing X posts.

X head of product Nikita Bier said the company wants to make it easier for users to create videos natively rather than relying on content first published elsewhere.

The update comes as X faces growing pressure over recycled posts, stolen videos and low-quality content that can be amplified through engagement and monetisation systems.

Bier said many high-performing accounts continue to repost videos that went viral years earlier, reducing incentives for original creators to publish directly on X.

Video now accounts for almost half of all impressions on the platform, making content quality and attribution increasingly important for X’s creator strategy.

The company has also taken steps to reduce rewards for accounts that reupload material from smaller creators to game its revenue-sharing programme.

The new tools are therefore part of a wider push to make original video creation easier while discouraging recycled and unattributed content.

Why does it matter?

X’s update shows how platform design and creator incentives are becoming part of the response to low-quality, recycled and synthetic content. Native editing tools can help users produce original material, but the harder governance problem is attribution and monetisation. As AI makes it cheaper to generate or repackage text, images and video at scale, platforms will need stronger systems to distinguish original human creativity, authorised reuse and automated content farming.

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