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Instagram's top exec Adam Mosseri expects AI content to overtake non-AI imagery and discussed the implications for the platform and users.
Mosseri shared his thoughts on broader trends he expects to shape Instagram in 2026. "Everything that made creators matter — the ability to be real, to connect, to have a voice that couldn't be faked — is now suddenly accessible to anyone with the right tools," he wrote. "The feeds are starting to fill up with synthetic everything." He added: "There is already a growing number of people who believe, as I do, that it will be more practical to fingerprint real media than fake media."
Mosseri doesn't address the risk that this will alienate many photographers and other creators who have already grown frustrated with the app — it looks like Instagram is leaning into the AI firehose. And hey: whatever keeps its users using it.
Mosseri suggests many complaints stem from an outdated vision of what Instagram even is. The feed of "polished" square images, he says, "is dead." Instead of trying to "make everyone look like a professional photographer," Mosseri says that more "raw" and "unflattering" images will be how creators can prove they are real — not AI.
Or you could leave Instagram?
— Mat Smith
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It's no secret that AI-generated content took over our social media feeds in 2025. Now, Instagram's top exec Adam Mosseri has made it clear that he expects AI content to overtake non-AI imagery and the significant implications that shift has for its creators and photographers.
Mosseri shared the thoughts in a lengthy post about the broader trends he expects to shape Instagram in 2026. And he offered a notably candid assessment on how AI is upending the platform. "Everything that made creators matter—the ability to be real, to connect, to have a voice that couldn't be faked—is now suddenly accessible to anyone with the right tools," he wrote. "The feeds are starting to fill up with synthetic everything."
But Mosseri doesn't seem particularly concerned by this shift. He says that there is "a lot of amazing AI content" and that the platform may need to rethink its approach to labeling such imagery by "fingerprinting real media, not just chasing fake."
From Mosseri (emphasis his):
On some level, it's easy to understand how this seems like a more practical approach for Meta. As we've previously reported, technologies that are meant to identify AI
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