Instagram’s Mosseri: You can remove AI from your feed
▼ Summary
– Instagram head Adam Mosseri believes AI content should be labeled but not filtered out, saying users who dislike it simply “shouldn’t have it in your feed.”
– Mosseri wants to let users ask if content is AI-generated rather than banning it, and suggests it may be more practical to label non-AI “camera-captured content.”
– Instagram will label AI content like other platforms but will not offer users an option to filter it out of their feeds.
– Mosseri acknowledges detecting AI content is “hard” and that Instagram may eventually lose the ability to identify AI posts as models improve.
– Despite plans to crack down on spammy AI content, Instagram continues to embrace the technology with features like Muse Spark, which critics warn enables exploitation and harassment.
Instagram head Adam Mosseri doesn’t support a blanket ban on AI-generated content across the platform, but he argues that users who dislike it should be able to remove it from their personal feeds. “I don’t think we should filter out AI content,” Mosseri said during an appearance on Lenny Rachitsky’s podcast. “I think we should let you know if content is AI content or not.”
Mosseri appears to be drawing a clear line between labeling AI content and outright banning it. He believes that users who enjoy AI-generated posts “should be able to have a feed that’s just AI town.” Instagram, like competitors including TikTok, YouTube, and Facebook, now routinely labels AI-generated material, but none of these platforms offer a direct toggle to filter such content out of your feed entirely.
Detecting AI content is a growing challenge, Mosseri acknowledged. As models improve, Instagram may “lose the ability” to reliably identify AI posts. “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 suggested that it might be “more practical” to instead label non-AI, camera-captured content, echoing a position he took in December 2025 about fingerprinting “real media.”
While Mosseri says Instagram needs to “figure out how to crack down” on spammy AI content, the company continues to push deeper into the technology. With the launch of Meta’s AI image generator, Muse Spark, users can now insert other people into their AI creations simply by tagging them. Haley McNamara, executive director of the National Center on Sexual Exploitation, warned that this feature “creates obvious and foreseeable opportunities for exploitation, sexual abuse, harassment, and identity fraud.”
(Source: The Verge)
