Instagram Exec: AI Content Will Overtake Real Media

Instagram head Adam Mosseri has shared his vision for the platform in 2026, forecasting a significant shift in content dynamics. He predicts that AI-generated content will overtake non-AI imagery, fundamentally changing the user experience. Mosseri argues that the tools required to create authentic-looking content are now widely available, making the 'voice that couldn't be faked' accessible to everyone.

As a result, he notes that feeds are beginning to fill with 'synthetic everything.' To combat the rise of deepfakes, Mosseri suggests a counter-intuitive approach: fingerprinting real media rather than fake media. He also declared the traditional Instagram aesthetic of 'polished' square images as 'dead,' advocating instead for raw, unflattering content as the new marker of authenticity.

Instagram executive Adam Mosseri has shared his thoughts on broader trends expected to shape the platform in 2026. He predicts that AI content will overtake non-AI imagery, fundamentally altering the landscape of social media. Mosseri argues that the defining characteristics of creators—the ability to be real, connect, and have a voice that cannot be faked—are now accessible to anyone with the right tools.

He wrote that the feeds are starting to fill up with 'synthetic everything.' Mosseri added that there is a growing number of people who believe it will be more practical to fingerprint real media than fake media. This suggests a potential shift in how platforms verify content, moving the burden of proof to real creators rather than trying to filter out fakes.

Mosseri suggests that many complaints about the current state of Instagram stem from an outdated vision of what the platform is. He explicitly stated that the feed of 'polished' square images is 'dead.' The executive believes that the era of trying to 'make everyone look like a professional photographer' has passed.

Instead, Mosseri argues that more 'raw' and 'unflattering' images will become the standard for creators. He views this aesthetic shift as a way for users to prove they are real and not AI-generated. While Mosseri did not address the risk that this direction might alienate photographers and creators already frustrated with the app, the comments suggest Instagram is leaning into the integration of AI.

The discussion regarding AI and content creation comes amidst a broader focus on artificial intelligence across the technology sector. Major industry events, such as the upcoming CES 2026, are expected to center heavily on chip advancements and AI capabilities. Intel is preparing to unveil its Panther Lake chips, while NVIDIA CEO Jensen Huang is scheduled to deliver a keynote at the Las Vegas show.

Additionally, other companies are integrating AI into various hardware and software solutions. Meta recently acquired a startup known for AI task automation agents. The trend highlights the pervasive nature of AI development, which Mosseri indicates will soon saturate social media feeds as well.