TikTok is expanding its personalization tools with the introduction of AI-powered Smart Keyword Filters, a new feature designed to help users exert greater control over what appears on their For You feed. The feature, announced on Tuesday, builds on TikTok’s existing manual keyword filters by using artificial intelligence to recognize and block related terms, not just exact matches.
With Smart Keyword Filters, users who choose to filter out a word like “remodeling” will also see related terms such as “renovation” automatically excluded. TikTok says users will have the ability to select or deselect these additional terms as the tool evolves, allowing for more refined control. The platform is also doubling the keyword limit from 100 to 200 and plans to streamline bulk additions in the near future.
The company noted that the feature’s accuracy is expected to improve as more users engage with it, thanks to the AI’s ability to learn from broader usage patterns. This will presumably include the AI having to train itself to recognise slang and shorthand terms for certain subcommunities, such as alternate variations on certain musicians’ names or specific terms related to certain hobbies.
In addition to Smart Keyword Filters, TikTok is rolling out its Manage Topics tool globally. Originally piloted in the U.S. in August 2024, the feature enables users to influence the types of content emphasized in their feeds. Users can indicate preferences for categories like sports, food, humor, and current events by adjusting sliders under “Content Preferences” in settings.
Alongside the feature updates, TikTok is releasing a new educational guide to help users better understand and manage their feed customization options. These additions reflect TikTok’s broader efforts to offer more individualized user experiences while addressing concerns about content relevance and exposure.
