Instagram's leadership seems to be missing a crucial aspect of the conversation surrounding artificial intelligence on its platform. Recently, Adam Mosseri shared his thoughts in a post (https://www.instagram.com/p/DS7pz7-DuZG/?utmsource=igwebcopylink&igsh=MzRlODBiNWFlZA==) where he expressed his apprehensions about the platform's future, particularly regarding AI. His post served as both a call to action for creators and a warning about the impending dominance of AI on Instagram. He emphasized that the best method for creators to differentiate themselves from what he termed 'inauthentic' content is by embracing their authentic and original voices.
Mosseri stated, "Everything that made creators matter — the ability to be real, to connect, to have a voice that couldn’t be faked — is now accessible to anyone with the right tools." In his view, audiences are seeking genuine, raw content rather than polished and artificial presentations that can easily mislead viewers. While there is certainly merit to this viewpoint, I believe Mosseri is overlooking a significant issue: Instagram is already inundated with robotic and uniform content, much of which is not generated by AI but rather by humans following repetitive formulas designed to maximize engagement through likes, shares, and scrolling.
Throughout his commentary, Mosseri raises several points that resonate with me. For instance, he notes that as AI-generated visuals become more advanced and easier to create, it will be increasingly challenging to identify what is real without marking every AI-produced image. This concern is echoed by the technology used in Google’s Pixel 10 phones, which embeds content credentials in every photo taken, regardless of its origin. Additionally, Mosseri points out that AI is improving its ability to replicate the low-fidelity aesthetic often associated with authenticity—though I would argue that this phenomenon is already occurring now (https://www.theverge.com/report/837971/google-nano-banana-pro-realistic-phone-photos), not just in the foreseeable future. There is a palpable risk to Instagram's business model, even if we might disagree on the urgency of the threat.
However, my main critique of Mosseri's argument lies in his repeated emphasis on "authentic" content, which he contrasts against the supposedly inauthentic creations produced by AI. He refers to this as a "major shift: authenticity is becoming infinitely reproducible." While it's true that many talented creators contribute outstanding work to Instagram, a significant amount of human-generated content lacks authenticity as well—this is an inherent characteristic of algorithm-driven social media platforms rather than a flaw.
Creators quickly learn what types of posts yield algorithmic rewards, prompting them to produce more of that specific content. This process results in a landscape filled with similar-looking posts. How else do we end up with two influencers whose styles are so closely aligned (https://www.theverge.com/2024/11/26/24303161/amazon-influencers-lawsuit-copyright-clean-aesthetic-girl-sydney-nicole-gifford-alyssa-sheil) that it's impossible to tell whether their similarities are coincidental or the result of one imitating the other? The algorithm tends to favor whatever keeps users engaged rather than promoting the most innovative or thoughtful ideas. In essence, the algorithm has turned us into the very robots that Mosseri fears AI will replace. Thus, the first type of content AI is likely to take over is that same predictable, unoriginal human-made content. This is precisely what AI excels at: making predictions based on previously gathered data. Mosseri's concerns are valid.
Recently, I stumbled upon a video on Instagram featuring a mother repeatedly counting her children (https://www.instagram.com/reel/DTguEYuAQEx/?utmsource=igwebcopylink&igsh=NTc4MTIwNjQ2YQ==) while observing them in a public setting. She nods her head as she counts, saying, "One, two, three," and then starts the count again. The caption read, "Who else does this too? It’s not at all exhausting." Personally, I don't relate, as I only have one child to keep track of. Nonetheless, the video stuck in my mind because I had seen it when she initially shared it back in 2024 (https://www.instagram.com/reel/C3tcF9avtUB/?utmsource=igwebcopylink&igsh=NTc4MTIwNjQ2YQ==). Her decision to repost the video appears to be a strategic move aimed at catering to the algorithm—casting the same net again to attract new followers or testing whether the video performs better in a different context or timing. I observe a similar trend on Threads, where a comedian I follow retells the same joke weeks or months later in hopes of tapping into a fresh wave of algorithmic engagement. Even those producing "authentic" content often find themselves behaving like robots to succeed within the algorithmic framework.
I suspect that Mosseri is not completely unaware of these dynamics. His post suggests he acknowledges the reality: "Flattering imagery is cheap to produce and boring to consume," he asserts. While I agree with this sentiment, it also highlights the dilemma Instagram faces. If the primary objective of the platform is to present fresh content upon opening the app and to keep users scrolling, then quantity will invariably take precedence over quality. What requires significant time and resources to create? Content that "feels real," the kind that is least sustainable to produce, particularly when influencers are pressured to operate as full-fledged small business owners. Unless Instagram devises an innovative approach to incentivize truly original creators, I fear that Mosseri should be prepared for an influx of that inauthentic content—regardless of whether it originates from humans or AI.
