Meta-owned social media company Instagram is poised to change how it handles AI-generated content on its platform in light of the significant increase in machine-generated images and videos, Instagram CEO Adam Mosseri has revealed.
Instagram’s chief emphasized that AI tools have improved exponentially, making fake content more common than ever across feeds, Stories, and Reels.
“Social media platforms will be under increasing pressure to identify AI-generated content and label it as such,” Mosseri said.
He also noted that major social platforms will attempt to identify AI content, but the success of their efforts will begin to diminish as AI’s ability to mimic reality improves.
He suggested that it might be more practical to fingerprint real media rather than counterfeits, and suggested that camera manufacturers could cryptographically sign images at the time of capture to maintain authenticity.
Photo and video sharing platforms are already seeing growth in AI-powered content creation, with creators using AI for image generation, video editing, and visual effects.
The platform also plans to clearly label AI-generated content, in line with Meta’s policy on synthetic media transparency. Posts that are completely generated by AI or that have been significantly modified will be labeled with a visible label, especially when realism could mislead viewers.
While acknowledging the moderation challenges posed by realistic AI visuals, Mosseri said Instagram is expanding its infrastructure to effectively manage AI content, adding that maintaining user trust is critical as AI content becomes more prevalent.
