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New Delhi: Instagram chief Adam Mosseri has made a stark warning that the rising tide of AI-generated content on the internet is gaining momentum, and the boundary between authentic and fake is fading away at a rapid pace. In a lengthy 20-slide post on Instagram, Mosseri stated that AI has reached its peak, where realistic photos and videos can be generated by virtually anyone, and trust on social media is now more difficult than ever.
He proposed that Instagram might need to take a drastic measure soon, not only labelling AI-generated material but also checking and labelling authentic posts. With the lower cost, speed, and persuasiveness of AI tools, Mosseri informed platforms that they could not count on human intuition to understand what is authentic or what is fake.
Mosseri, in his post, has acknowledged that the internet has taken a new turn where visual evidence cannot be used as certainty. He remarked that in the majority of his life, it was possible to presume that photos and videos are some real moments, but now this is not possible.
Mosseri argues that the internet user will be forced to be more sceptical about online information. They will no longer be able to rely on their eyes to believe what they are watching but be able to ask themselves who posted it and why. He cautioned that it would be uncomfortable to make this change, because human beings have a natural disposition to trust their eyes.
Mosseri claimed that social networks such as Instagram would have to evolve fast to remain afloat in what he described as a generation of unlimited synthetic content. Among the essential methods, he joked, might be the ability to label AI-generated posts distinctly and also ensure authentic work of true authors is published.
He emphasised the necessity to develop improved creative tools and transparency systems that would assist users in manoeuvring through a feed that has become full of AI-generated images, videos and voices.
In 2026, Mosseri remarked that the concept of authenticity is now getting copied. Almost everything that previously assisted creators to reach audiences can be counterfeited with the help of proper tools. He cautioned that Instagram will be in danger of losing ground unless it changes at a rapid pace.
Nevertheless, Mosseri was also able to clarify that AI is not the villain itself. Although AI slop is an increasingly common complaint, he admitted that not all AI-generated content is unimaginative and unpopular. Recent news indicated that AI-powered channels, some of them even India-based, are already generating huge revenues, and this indicates that viewers are ready to consume the content, even when it is synthetic.
