Instagram’s Adam Mosseri: If you don’t like AI, ‘then you shouldn’t have it in your feed’

Though Instagram head Adam Mosseri doesn’t want to filter out AI content on the platform, he argues that you “shouldn’t have it in your feed” if you don’t like it. “I don’t think we should filter out AI content,” Mosseri said during an interview on Lenny Rachitsky’s podcast. “I think we should let you know if content is AI content or not.”

At the same time, Mosseri seems to be drawing a distinction between content-based sorting and banning AI from the platform entirely. In fact, he believes people who love AI content “should be able to have a feed that’s just AI town.” Instagram, like many other platforms, including TikTok, YouTube, and Facebook, will readily label AI-generated content, but won’t give you an option to filter it out of your feed.

Mosseri acknowledged that detecting AI content is “hard,” and that Instagram may “lose the ability” to pick up on AI posts as models improve. “I think you should be able to just ask, ‘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.” He adds that it might be “more practical” to label non-AI-generated “camera-captured content” instead, echoing what he said about fingerprinting “real media” in December 2025.

And while Mosseri notes that Instagram needs to “figure out how to crack down” on spammy AI content, the platform continues to embrace the technology. With the launch of Meta’s AI image generator, Muse Spark, Instagram users can now put other users into their AI creations by just tagging them — a feature that Haley McNamara, the executive director of the National Center on Sexual Exploitation, said “creates obvious and foreseeable opportunities for exploitation, sexual abuse, harassment, and identity fraud.”