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

Although Instagram chief Adam Mosseri doesn’t want AI content filtered on the platform, he says it “shouldn’t be in your feed” if you don’t like it. “I don’t think we should filter AI content,” Mosseri said. During an interview on Lenny Rachitsky’s podcast. “I think we should let you know whether the content is AI content or not.”

Meanwhile, Mosseri appears to draw a distinction between content-based classification and banning AI from the platform entirely. In fact, he believes people who like AI content “should be able to get an AI City-only feed.” Instagram, like many other platforms, including TikTok, YouTube, and Facebook, will easily label AI-generated content, but it won’t. Give you the option to filter it From your bottom line.

Mosseri acknowledged that detecting AI content is “difficult,” and that Instagram may “lose the ability” to pick up AI posts as models improve. “I think you should be able to ask: ‘Is this AI?’ and we should be able to tell you that we think it probably is, or we’re not sure, or it’s definitely not, or it’s definitely not.” He adds that it may be “more practical” to call “camera-captured content” not generated by AI instead. Echoing what he said about fingerprinting “Real Media” in December 2025.

While Mosseri notes that Instagram needs to “figure out how to crack down” on spam AI content, the platform continues to embrace the technology. With the launch of Muse Spark, Meta’s AI-powered image generator, Instagram users can now add other users In their AI creations by simply tagging them — a feature that Haley McNamara, executive director of the National Center on Sexual Exploitation, said “creates clear and predictable opportunities for exploitation, sexual assault, harassment, and identity fraud.”