Instagram’s Adam Mosseri: If AI Isn’t Your Thing, You Can Opt Out of It in Your Feed

Instagram’s head, Adam Mosseri, has made it clear that while he doesn’t support filtering out AI-generated content, he believes users should have the option to know if what they’re seeing is AI-created. In a recent podcast discussion, he stated, “I don’t think we should filter out AI content. I think we should let you know if content is AI content or not.”

Mosseri is careful to differentiate between sorting content based on its nature and outright banning AI from the platform. He suggests that fans of AI content should have the chance to curate a feed filled with it. Instagram, similar to platforms like TikTok, YouTube, and Facebook, will label AI-generated posts but currently does not allow users to filter them out entirely.

He also acknowledged the challenges in detecting AI content, noting that as AI models advance, Instagram might struggle to identify these posts accurately. “I think you should be able to just ask, ‘Is this AI?’ and we should be able to tell you we think it probably is, or we’re not sure, or it’s definitely not,” he explained. Mosseri mentioned that it might be more effective to label non-AI-generated “camera-captured content,” reflecting his previous comments about identifying “real media.”

While he recognizes the need for Instagram to tackle spammy AI content, the platform is still leaning into the technology. With the introduction of Meta’s AI image generator, Muse Spark, users can now tag others in their AI creations, a feature that has raised concerns about potential exploitation and identity fraud, as highlighted by Haley McNamara, the executive director of the National Center on Sexual Exploitation.