Instagram's Adam Mosseri: If You Dislike AI, Avoid It in Your Feed

On July 10, 2026, Instagram head Adam Mosseri stated that users who dislike AI content should avoid it in their feeds. During an interview on Lenny Rachitsky’s podcast, he emphasized that while filtering out AI posts is not an option, users should be informed about which content is AI-generated.

Adam Mosseri's Stance on AI Content

According to Mosseri, Instagram will not entirely ban AI posts but will provide transparency by indicating whether a post is AI-generated. He noted, “I don’t think we should filter out AI content. I think we should let you know if content is AI content or not.” This approach seeks to balance user preferences with the platform's commitment to embracing AI technology.

Furthermore, Mosseri believes that users who enjoy AI content should have the option to curate a feed filled with such posts, stating, “people who love AI content should be able to have a feed that’s just AI town.” Instagram’s current policy mirrors the actions of other platforms like TikTok and YouTube, which label AI-generated content but do not allow users to filter it out.

The Challenges of Detecting AI Content

Mosseri acknowledged the difficulties in detecting AI-generated content, mentioning that as AI models evolve, Instagram may “lose the ability” to identify such posts accurately. He suggested that users should be able to inquire, “‘Is this AI?’ and we should be able to tell you we think it probably is, or we’re not sure, or it’s definitely not, or definitely isn’t.”

In response to these challenges, Mosseri proposed a more practical solution: labeling non-AI-generated content, particularly “camera-captured content.” This idea echoes his earlier comments on fingerprinting “real media” made in December 2025.

Strategies to Combat Spammy AI Content

Despite the challenges, Mosseri emphasized the need for Instagram to find effective methods to mitigate spammy AI content. The platform continues to innovate, recently launching Meta’s AI image generator, Muse Spark. This feature allows users to tag others in their AI creations, a development that has raised concerns.

Haley McNamara, executive director of the National Center on Sexual Exploitation, expressed worries that this capability “creates obvious and foreseeable opportunities for exploitation, sexual abuse, harassment, and identity fraud.” As Instagram navigates the complexities of AI content, the platform remains committed to balancing innovation with user safety.