Introducing AI content exclusion for GMV Max
Cruva flags the creator videos TikTok labels as AI-generated and takes them out of your GMV Max delivery. Pull them by hand, catch them in a moderation scan, or set an exclusion rule that keeps clearing them in the background.
GMV Max picks its own creatives. That is what makes it work: you set a budget and a ROAS target, and TikTok promotes whatever is selling. It also means a creator video that TikTok has labeled as AI-generated can go into rotation without anyone at your brand choosing it.
You did not pick the creative
Auto-selection is the whole point of GMV Max. It is also why a video flagged as AI can start running before anyone on your team has looked at it.
Generated video spends the same budget
A creative that was generated rather than filmed draws from the same daily spend as the creator who actually opened the box.
Hunting for them by hand does not scale
Scrolling a creative list looking for the flagged ones is work nobody has time for, and it comes back every week.
It looks like everything else
In a list of ad creatives, a flagged video sits next to real creator content and reads exactly the same at a glance.
How it works
Cruva reads TikTok's own AI-generated content label off each creator video and stores it as a flag. That one flag drives three places in the product, so you can work at whatever level the week calls for.
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Pull them out by hand
Go to Content > Videos, set the AI content filter to AI, and tick the ones you want gone. Exclude from GMV Max takes them out of every campaign they are running in as a creative, and the confirmation tells you how many creatives went and across how many campaigns.
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Or catch them in a scan
In Content > Moderation, a rule with the AI content check turned on flags every video carrying the label. No keywords needed. Run it after a campaign wave, then export the results or save the creators as a list to follow up with.
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Or set a rule and stop thinking about itBeta
Under Ads > TikTok Ads > Automations, an exclusion rule with the condition AI content = Yes clears flagged creatives out on its own, on one campaign or across all of them.
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Change your mind later
Everything removed lands in the Excluded creatives tab with a Restore button next to it. If a rule made the exclusion, expect that rule to catch the video again on its next run.
The same condition works in the other direction. AI content = No on a boosting rule means only videos without the label are eligible for extra spend, so your budget goes behind real creators.
Nobody should be scrolling a creative list hunting for AI-generated video. Set the rule once, and it keeps clearing what it flags.
What gets removed, and what does not
Excluding a video removes it from GMV Max delivery as an ad creative. The organic post on TikTok is untouched and stays up. Videos that are not currently running in a campaign are skipped rather than queued for later.
One limit to know before you build a rule: exclusion applies to product GMV Max campaigns that use automatic video selection, and only to campaigns that are enabled. A paused campaign, or one where you choose the creatives yourself, is left alone.
Where the flag comes from
The flag is TikTok's own AI-generated content (AIGC) label, read off the video rather than guessed at by Cruva. That is why the wording across the product is flagged as AI rather than is AI.
- Cruva started populating this flag recently, so older videos may not carry it yet.
- A video that has not been analyzed counts as not flagged. It will not be caught by AI content = Yes, and it will pass an AI content = No condition.
- All three surfaces read the same flag, so what you see under the filter on Content > Videos is what a scan or a rule will act on.
Available now, with exclusion rules in beta
The AI content filter and manual exclude live on Content > Videos and need TikTok Ads connected. Moderation rules need the Growth plan, and automation rules need Scale.
