X has stepped up its battle against content theft with an upgraded artificial intelligence system that can detect copied posts three times faster than before. The move is part of the company’s wider effort to protect original creators, curb engagement-driven content theft, and ensure revenue reaches those who create, rather than copy, viral content.
The platform said the new detection system is designed to identify reposted videos and text with greater speed and accuracy, even when copied content has been slightly modified. X believes the update will discourage accounts that have built large followings by repeatedly republishing content created by others.
X’s creator revenue-sharing program rewards eligible users based on engagement. However, the system has also encouraged some large accounts to repost videos and viral posts from smaller creators before the original content gains traction.
According to X’s Head of Product, Nikita Bier, the company found several accounts that were ‘programmatically’ reuploading content to exploit the revenue-sharing model while bypassing proper credit to the original author. The latest enforcement is aimed at addressing what X describes as its growing ‘copycat economy.’
The company says its improved AI model can now spot duplicated content three times faster than previous systems, allowing quicker action against copied posts. Instead of rewarding repost accounts, X will identify duplicate uploads and attribute impressions to the original creator.
For users who wish to add commentary, the platform recommends using its ‘Quote’ or ‘Share Video’ features, which preserve attribution while allowing discussions around the original post.
It is believed that such actions will affect highly engaged accounts that repost others’ posts. X has already reduced payments to repeat offenders, resulting in a significant decrease in creators' earnings.
X has even added Community Notes to some of the reposts, showing their lack of attribution and taking a harder stance on the issue of content ownership.
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Such actions can be seen as the latest attempt by the social network to encourage original content and prevent monetization through copied content. With the help of fast AI detection and strict enforcement, the platform seeks to increase trust among its creators while giving credit where it is due.