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

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

At the same time, Mosseri seems to be making a distinction between content-based ranking and banning AI from the platform entirely. In fact, he believes that people who love AI “should have a meal that is an AI town.” Instagram, like many other platforms, including TikTok, YouTube, and Facebook, easily posts content created by AI, but it may not. I’ll give you a chance to filter about your food.

Mosseri admitted that identifying content in AI is “difficult,” and that Instagram “could “lose” AI content adoption as brands grow. “I think you just have to ask, “Is this AI?,” and we have to tell you that we think it is, or we don’t know, or it’s not, or it’s not. He added that it would be “more useful” to refer to “camera captures” that do not create AI, instead, repeating what he said about finger printing “social media” in December 2025.

And while Mosseri says Instagram needs to “figure out how to crack down” on spammy AI, the platform continues to embrace the technology. With the introduction of Meta’s AI graphics generator, Muse Spark, Instagram users can now tag other users in their AI creations by simply labeling – which Haley McNamara, director of the National Center on Sexual Exploitation, said “creates a clear and predictable opportunity for sexual exploitation, abuse, exploitation, and fraud.”