January 2026. Adam Mosseri, CEO of Instagram, published a reflection on Threads called “Authenticity after Richness”, where he analyzed the impact of artificial intelligence (AI) on social networks and especially on his platform. In it, he warned that artificial intelligence has democratized the creation of synthetic content so realistically that it is blurring the line between authentic and machine-generated, turning authenticity into an increasingly scarce and precious resource.
Mosseri noted that “authenticity is becoming infinitely reproducible” as AI tools allow us to replicate the qualities that once made creators unique: being authentic, connecting sincerely, and having a unique voice.
This has spawned an “endless abundance” of synthetic content – so-called “scum” or low-quality material – which has increased mistrust of what can be seen online. “In a world of endless wealth and endless doubt,” Mosseri said, “creators who can maintain trust and signal authenticity — by being authentic, transparent and consistent — will stand out.”
The manager predicted that users will increasingly demand content that “feels real.” Given the perfection offered by artificial intelligence and mobile cameras that tend to produce flawless and professional images, imperfection becomes a powerful signal of authenticity.
“In a world where everything can be perfected, imperfection becomes a sign. Roughness is no longer just an aesthetic preference: it’s a test. This is protection. A way of saying it’s real is because it’s imperfect,” Mosseri explained.
As proof of this, many creators are already opting for raw images and videos without editing or embellishment as proof of humanity.
As for tagging, Mosseri acknowledged that platforms are already identifying AI-generated content, but he believes it will soon be more practical to “fingerprint” or verify real content than to look for fake content, as AI becomes better at mimicking reality and making it impossible to tag anything synthetic.
Likewise, he proposed that camera and mobile device manufacturers cryptographically sign images as they are taken, creating a “chain of custody” that verifies their true origin.
What will Instagram do to mitigate the impact of artificial intelligence on its sites?
Instagram offered:
Develop the best creative tools, both traditional and AI-powered.
Clearer labeling of AI-generated content.
Validation of real multimedia content.
Greater emphasis on creator trust signals (who publishes, transparency and consistency).
The CEO emphasized that “over time, we will move from assuming that what we see is real by default, to being skeptical when we view media, and paying much more attention to who is sharing something and why they might be sharing it.”
Although he acknowledged that there is “a lot of incredible content created by artificial intelligence”, the main risk for Instagram is not adapting to these changes quickly enough, which could cause the platform to lose relevance.
