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The Problem with TikTok’s New “Find Similar” Feature Isn’t Just Glitches

Tiktok New find similar

Imagine a scene of profound human loss. A woman in Gaza, her voice cracking with desperation, searches through the rubble of what was once her home. She cries out for her missing daughters, husband, and cousin. This raw footage, a stark document of real-world tragedy, appears on your TikTok feed.

Then, the platform prompts you to “Find Similar.”

This isn’t a hypothetical scenario. It’s a real feature TikTok is rolling out—an AI-powered visual search tool that scans any video and identifies objects to suggest similar products for sale on TikTok Shop. In the case of the Palestinian woman, the algorithm pinpointed her dress, headscarf, and handbag, offering users links to purchase “Elegant Lace-Up Dresses” and “Women’s Solid Color Knot Front” apparel.

As a digital ethics analyst, I see this as more than a technical misstep. It’s a critical moment that reveals the fundamental, and often unsettling, reality of today’s social media ecosystem: every piece of content, regardless of its intent or context, is being transformed into a potential point-of-sale.

Deconstructing the “Find Similar” Feature: Convenience at What Cost?

TikTok describes this new feature as “visual search tags,” a logical extension of user behavior. People already screenshot items they like to search for them online. This simply automates the process. The company even includes a disclaimer about potential AI errors.

However, this framing misses the core issue. The problem isn’t just occasional inaccuracy; it’s the systematic inability to understand human context.

The AI doesn’t distinguish between a fashion haul video and a document of humanitarian crisis. Its sole purpose is to identify shapes, colors, and patterns and convert them into commercial opportunities. This creates jarring and deeply insensitive experiences, as seen when the same feature appeared on a video from Ms. Rachel, a beloved children’s educator who was advocating for children in Gaza. While she spoke of starvation and airstrikes, the algorithm highlighted her blue-and-white-striped dress for purchase.

The Two-Tiered Problem: Ethical Erosion and the “Endless Mall”

The implications of this feature extend far beyond a single insensitive product recommendation. The problem is twofold:

  1. The Context Blind Spot: The most immediate failure is ethical. There is content online that should be sacred from commercial exploitation. Grief, tragedy, activism, and personal moments of vulnerability are not shopping opportunities. By applying a commercial layer to every video, platforms like TikTok are eroding the digital spaces we reserve for empathy, information, and human connection. Users are transformed into unwitting billboards, their most difficult moments mined for sales potential.
  2. The Architectural Shift to an “Endless Mall”: On a broader scale, this feature represents the final removal of the curtain. For years, platforms have blurred the lines between community and commerce. Now, the pretense is gone. The “Find Similar” tool makes it explicit that the primary function of your scroll is not just to connect or entertain, but to monetize your attention. The digital town square is being relentlessly redesigned into a frictionless, endless shopping mall where every interaction can be tracked and monetized.

What This Means for Users and Content Creators: Taking Back Control

While the feature can feel omnipotent, users and creators are not entirely powerless. Here’s what you can do:

  • For Viewers: Be critically aware of this layer of commercial intent. Understand that the platform is constantly analyzing what you watch to sell to you. This awareness is the first step in consuming content more mindfully.
  • For Creators: TikTok allows you to disable the “Find Similar” feature for your own videos. In your account settings, under Privacy > Suggest your content to others, you can turn off “Display related items.” This is a crucial step for creators who discuss sensitive topics or simply do not wish their content to be used for product discovery.
  • For All of Us: This serves as a pressing reminder to question the architecture of the platforms we use daily. Who does this feature truly serve? Does it add genuine value, or does it simply extract it?

The Uncomfortable Honesty of a Hyper-Commercialized Web

In a strange way, TikTok’s “Find Similar” feature is brutally honest. It doesn’t hide its ambitions. It confirms what critics have long argued: that our online experiences are being meticulously engineered around transactions.

The challenge now is whether users will accept this “endless mall” as the inevitable future of the internet, or whether we will begin to demand digital spaces that respect context, honor human emotion, and value connection over commerce. The choice, for now, is still ours to make.

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Tech

Trump Renames AI “Super Intelligence” in Executive Order as Calls for Regulation Grow

By George Mensah 4 min read

President Donald Trump signed an executive order on Tuesday, Sept. 29, 2026, that renames artificial intelligence “super intelligence” across the federal government. The White House says the new term better describes what the technology can do. The order lands as critics press Washington for stricter limits on how fast AI develops.

What the order says

The executive order argues that current systems do “much more than imitate or automate discrete aspects of human intelligence.” It goes further in its central passage. “As these capabilities continue to improve, they increasingly represent not merely artificial intelligence, but a new era of Super Intelligence,” the text reads.

It adds that federal terminology “should reflect the transformative capabilities of these technologies and the limitless opportunities they create for the American people.”

Trump spoke to reporters after signing. “It’s not artificial, we all agree on that,” he said.

What agencies must do now

Every federal agency has to use the new term, or its short form “SI,” when it talks about the technology in public. That covers public communications, websites, reports and policy documents. If your local agency publishes an AI guidance page, expect it to change.

The order also gives Michael Kratsios, director of the Office of Science and Technology Policy, a defining role. He will decide whether the official definition of “super intelligence” should be modified or expanded. The order does not set a deadline for that decision.

A term that already means something else

The rename creates a vocabulary problem. In the AI field, super intelligence already refers to a specific kind of system, one that exceeds human cognitive ability in virtually every area of thinking. Nobody has built one. Researchers treat it as a future possibility, and much of the safety debate centers on it.

Under the order, federal documents will apply that label to chatbots, coding assistants and image generators that exist today. A reader who sees “SI” in a government report may assume the government is describing something far more advanced than what companies actually sell. Kratsios’s authority to modify the definition could narrow that gap, or it could widen it.

Timing and the push against regulation

The order follows a week of similar messaging. Trump began using the term at the U.N. General Assembly last week, where he pushed back on calls for tighter rules on the industry. He told world leaders that tech executives would build the right guardrails into their own models.

Concerns have grown since then. Worries about AI replacing workers keep rising. Recent reporting has also described rogue agents linked to a security breach involving Australia’s prime minister, and AI agents that accessed U.S. government websites. Some systems have also been used to start cyberattacks.

Trump has repeatedly called whistleblower warnings about weak oversight overblown and a “hoax.” He has said he will not slow AI growth. In his view, keeping American dominance in the technology is a national security matter.

The industry’s own safeguard

On the same day, tech executives signed a “morally binding” constitution on AI at the White House. Its terms ask companies to hire an independent external auditor. The auditor would check that models are “operating as intended.”

The document also asks companies to set up internal controls meant to stop models from hacking systems. A team would monitor those controls. That team would answer to an independent committee of the company’s board.

The wording matters here. “Morally binding” describes an obligation companies accept by choice. The reporting on the document does not describe fines, penalties or a government body that could enforce it. Whether outside auditors get real access to model internals, and what happens if one finds a problem, are open questions.

What the two actions have in common

The order and the constitution came out the same day, and they share a theme. Both keep the government’s role limited. The order changes what officials call the technology. The constitution leaves safety checks largely in company hands.

Supporters of that approach say it keeps American firms moving fast against foreign competitors. They argue that rigid rules written now could be out of date within a year. Critics say voluntary pledges have a weak record in other industries, and that a stronger name for the technology may make the public less cautious about it.

Neither side has settled the argument. What is clear is the direction of policy. The administration is choosing branding and industry commitments over new binding rules, at a moment when the documented incidents involving AI agents are piling up.

What happens next

Three things are worth watching over the coming weeks.

  • Kratsios’s definition. Any change to the official meaning of “super intelligence” will show how the administration wants the term understood.
  • Agency compliance. Federal sites and reports should begin switching to “SI” now that the order requires it.
  • The auditor provision. The industry constitution only matters if independent auditors are named, given access and allowed to publish what they find.

Congress has not yet responded to the order, and no agency has published a compliance timeline. Until Kratsios acts on the definition, “super intelligence” will mean one thing to researchers and something looser in federal paperwork.

Tech

Trump to Launch “AI Force” and Name AI Tsar Despite Safety Warnings

By George Mensah 4 min read

President Donald Trump says he will create an “AI Force” and appoint an artificial intelligence tsar, pushing back hard against a wave of warnings from researchers and industry leaders about the technology’s risks. In a social media post on Saturday, Trump said his administration “will not in any way hinder or stifle the growth” of the AI industry and rejected calls to slow development until stronger safeguards are in place. He gave no details on the AI Force’s structure or a timeline for when it would launch.

Trump frames AI as bigger than the internet

Trump described AI as a transformation on the scale of the Industrial Revolution. “AI is the next Industrial Revolution, or Internet, but will be even larger and more impactful, possibly as much as 25% of our Country’s GDP,” he wrote, adding that he wants the US to keep its lead over China in the field.

That competition now shapes much of the broader US-China relationship, with both countries pouring resources into advanced technology to gain an edge. The topic is expected to come up when Trump meets Chinese President Xi Jinping next week.

Trump also said his administration would rely on the existing criminal and civil justice system to go after anyone who uses AI for harmful purposes. He repeated his earlier position that warnings about AI’s dangers amount to a “hoax.”

Researchers raise alarms over catastrophic risk

Trump’s comments come amid mounting concern from current and former AI researchers. One has estimated there is a greater than 10% chance the technology could “kill all humans,” a claim that has unsettled parts of the industry and fueled calls for coordinated regulation.

Major AI labs are racing to build increasingly capable systems, including what they describe as superintelligence — AI that would exceed human intelligence across the board. Anthropic, OpenAI and Google, the companies behind Claude, ChatGPT and Gemini, have each disclosed security breaches or cases where their chatbots were used for what they called malicious activity.

Anthropic CEO Dario Amodei has called for the industry to slow down, proposing a coordinated deceleration, tighter regulation, and independent monitoring of how AI models are developed. Sam Altman of OpenAI and Elon Musk of xAI have both said they agree with Amodei’s recommendations.

Anthropic co-founder Jack Clark told the BBC that the industry may need a mandatory “kill switch” that a third party can verify, giving outside auditors a way to confirm AI systems can actually be shut down if something goes wrong.

Lawmakers weigh regulation as industry pushes back

These warnings have pushed US lawmakers to draft legislation targeting AI, but Altman argued this week that Washington has struggled to keep pace with how fast the technology is moving and how it should be regulated. Speaking at a conference in San Francisco, he said the public should trust AI companies to manage the risks themselves.

“The world should trust that we are going to do the right thing because it’s the right thing and we feel the magnitude of this,” Altman said.

That argument has not convinced everyone. In the UK, MPs and peers from across party lines have identified specific human rights risks tied to artificial intelligence and say current laws are not equipped to handle how quickly the technology is advancing. The Joint Committee on Human Rights has published a report calling for new legislation designed to “address the scale and seriousness” of these threats, adding pressure on governments to act faster than the industry itself seems willing to.

A widening gap between Washington and the industry’s critics

The contrast between Trump’s approach and the warnings from within the AI industry is stark. While Amodei, Clark and others are pushing for slower development and outside verification, Trump’s plan points toward expansion, with a dedicated federal structure and a senior official tasked with steering AI policy rather than restraining it.

Trump has not said who might serve as AI tsar or what authority the role would carry. He also hasn’t detailed how an “AI Force” would function, whether it would sit within an existing agency, or what its relationship would be to ongoing congressional efforts to draft AI legislation.

What’s clear is that the administration’s posture puts economic growth and competition with China ahead of the precautionary measures researchers and some AI company leaders are requesting. With Trump set to meet Xi next week and AI likely on the agenda, the coming weeks may offer a clearer picture of how the US plans to balance those competing pressures, both at home and internationally.

For now, the specifics remain open. No text or executive order describing the AI Force has been released, and it’s not yet known whether the initiative will move through Congress, come via executive action, or take some other form entirely.

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