The head of Instagram*, Adam Mosseri, announced the platform’s readiness for the flood of AI content. He anticipates that by 2026, images generated by artificial intelligence will surpass the volume of genuine photographs in user feeds. Mosseri sees this as a major challenge for content creators, whose uniqueness and authenticity might be questioned.
“Everything that made creators significant—the capacity to be genuine, to make connections, to possess a voice that cannot be imitated—is now suddenly available to anyone with the right tools,” noted Mosseri. He believes that feeds are starting to fill with “synthetic everything.”
As a solution, Mosseri suggests “fingerprinting” real media files, meaning creating unique digital “imprints” that will allow distinguishing authentic content from generated content. This concept, he states, is gaining more supporters.
Meanwhile, Mosseri does not address how the innovation will affect photographers and other creators already expressing dissatisfaction with the platform. In his view, the complaints stem from an outdated perception of Instagram. The era of “polished” images, he believes, is over. Instead of “trying to turn everyone into professional photographers,” Mosseri recommends creators prove their genuineness through more “raw” and less professional visuals.
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