Instagram head says users should be able to avoid AI posts in feeds

In short: Instagram chief Adam Mosseri says people who do not want AI-made posts should be able to keep them out of their feeds, while AI content should still be allowed on the platform.

What happened

Adam Mosseri, who leads Instagram, discussed AI content in an interview on Lenny Rachitsky’s podcast. He said Instagram should not “filter out AI content” across the whole platform. Instead, he wants Instagram to tell people when something was made with AI.

At the same time, Mosseri argued that if you do not like AI-made posts, “then you shouldn’t have it in your feed.” A feed is the main stream of photos and videos you scroll through. He also said that people who do like AI content should be able to have a feed that is mostly or even entirely AI posts, which he described as “AI town.”

This fits with what many big social apps do today. Platforms like TikTok, YouTube, Facebook, and Instagram may add labels to AI-generated posts, but they generally do not give users a simple on and off switch to hide all AI content.

Mosseri also said identifying AI content can be difficult and could get harder as AI tools improve. He suggested it might be more practical to label content that is definitely real, like “camera-captured” photos and videos, rather than trying to catch every AI-made post (like putting a “verified homemade” sticker on food instead of trying to spot every store-bought item).

Why it matters

For everyday users, this is about control and trust. Many people want to know whether a post is real, edited, or fully generated. Labels help, but the bigger question is whether Instagram will add clearer options to sort what you see.

Source: The Verge AI