Instagram Boss Adam Mosseri Says AI Will Make Content More Authentic, Here’s Why
In Focus
- Instagram has developed AI tools to help creators generate content
- Mosseri said Instagram users prefer content that feels real
- He argues that users care about creators as much as the content they produce
AI is changing the way creatives make content. Powerful AI tools allow creators to generate ideas and develop visuals and videos more efficiently. But rather than replace human creators, Instagram head Adam Mosseri said AI-content will likely make creators more valuable.
“In a world where there’s an abundance of synthetic content, I actually think people are going to seek out creativity and authenticity and people more, not less. And I think that that will help us,” Adam Mosseri said as cited by the Business Insider.
Why is Instagram Confident About AI-Generated Content?
Mosseri expressed confidence in AI-generated content at a time when users about AI impact on the creator economy are on the rise. Content creators have been struggling to keep up with synthetic videos, influencers, and virtual models.
They also fear that AI technology could affect their income as brands test AI-generated influencers that work round the clock and don’t require vacations, salaries. But Mosseri argued that while users care about content, they are also concerned about Instagram AI creators who share it.
“I think people are going to really seek out other points of view because Instagram was never just about the content. It was always about, to a certain degree, the person behind the content, the point of view, the reason they’re sharing it, their perspective. And I think that’s going to become more important, not less,” he added.
Mosseri’s Perspective on Polished Aesthetics in Content
For a long time, Mosseri has believed that AI tools could make authentic human content stand out and become more valuable. The Instagram head has previously said AI had weakened the platform’s focus on highly polished visuals arguing that “flattering imagery” is cheap to produce but boring to consume.
He added that Instagram users prefer content that feels real even as he expects AI to deliver overall benefits for the platform. In recent years, Instagram has invested in creators to enable them to succeed. Recently, it unveiled the Multiple Captions feature, which allows users to add unique captions to individual carousel slides. This feature gives users more ways to present their content on Instagram.
Last year, the social platform started considering long-form videos in a bid to compete with TikTok and YouTube. Instagram has consistently positioned short-form video, particularly Reels, as the core driver of discovery, sharing, and engagement on the platform.
What is Instagram’s Authentic Content Strategy?
Instead of limiting AI-generated content, the Instagram head said the platform will help users to better understand the content they see. He insisted that instead of focusing on the tools that creators use, content should be judged based on quality and the individuals behind it.
“I don’t think we should filter out AI content. I think we should let you know if the content is AI-generated or not,” he added.
The Instagram head added that his platform will focus on identifying high-quality AI-generated products, adding that the platform has an advantage in facilitating connections between people.
