Real Content Holds More Value Than AI, Says Instagram Head Adam Mosseri

Instagram head Adam Mosseri has warned that the rapid rise of AI-generated images and videos is forcing the platform to evolve quickly. As AI content becomes more realistic, it may soon be impossible to distinguish it from real, camera-captured media. He believes this makes authenticity more valuable than ever.

AI-powered tools like Google’s Nano Banana, OpenAI’s Sora and Instagram’s own Edits app drove massive content creation in 2025. However, Mosseri sees AI-generated content as a major future risk. He stated that Instagram must adapt fast or risk falling behind as “authenticity becomes infinitely reproducible.”

Mosseri said people can no longer assume what they see online is real and that users will increasingly approach content with scepticism. He noted that identifying AI media will become harder over time, and in the future, cameras may cryptographically sign real images to verify authenticity.

He also revealed that Instagram’s old “perfect feed” culture is fading. Most genuine moments are now shared privately in DMs through blurry, unfiltered photos and videos. This “raw aesthetic,” he says, is becoming more valuable because polished visuals are now easy to create and boring to consume. To stay relevant, Mosseri said Instagram must improve tools to label AI content, verify real media, surface credibility signals and reward original creation.