Instagram chief Adam Mosseri has frankly acknowledged that the platform risks falling behind as artificial intelligence makes authenticity “infinitely repeatable,” warning that synthetic content will soon dominate the app where billions of people share their lives.In a lengthy New Year's post, Mosseri acknowledged that Instagram faces significant challenges, saying, “The main risk facing Instagram is that the world is changing more rapidly, and the platform will not be able to keep up.” He pointed to the central threat of reshaping social media as AI-generated photos and videos becoming indistinguishable from the actual moment they were taken.“All the things that made creators so important—authenticity, connection, the ability to have a voice that cannot be faked—suddenly became accessible to anyone with the right tools,” Mosseri writes. “The feed is starting to get full of synthetics.”
meta Suggest fingerprinting of real media instead of tracking fakes
Instead of trying to identify AI-generated content (an approach Mosseri believes will fail as the technology advances), he suggested that camera manufacturers should cryptographically sign real images at the time they are taken. “It's more practical to fingerprint real media than fake media,” he argued, effectively admitting defeat in Meta's ability to reliably detect AI content, despite investing tens of billions of dollars in AI development.The executive's confession comes as Meta has acknowledged that it cannot reliably distinguish between AI-generated images on its platform, and its own AI content labels have proven unreliable.
The polished Instagram feed is 'dead' raw content demonstrate reliability
Mosseri also said something very thought-provoking: Instagram's longstanding bias against professional images is over. He suggested that camera manufacturers are betting on the wrong look by allowing people to create the perfect image. In a world dominated by AI, some imperfection will be more authentic. ” “Creators lean toward unproduced, unflattering images,” he wrote, “and rawness is no longer just an aesthetic preference, but evidence.”Instagram's chief outlined needed changes, including building better creative tools, AI content labeling, surfacing trust signals about accounts, and improving rankings for original content, but offered few details about implementation for the platform's 3 billion users.
