Adam Mosseri, who has served as Meta’s Head of Instagram since 2018, says the growth of AI-generated content will increase the value of human content creators rather than reduce it.
Mosseri made the comments on an episode of Lenny Rachitsky’s podcast that aired on Thursday, July 9, 2026. He said that as synthetic content becomes more common on social media, people will actively seek out real people and original perspectives.
“In a world where there’s an abundance of synthetic content, I actually think people are going to seek out creativity and authenticity and people more, not less. And I think that that will help us,” Mosseri said.
He explained that Instagram has never been built around content alone, adding that the person behind a post, their point of view and their reason for sharing it have always mattered to users. He said this element of the platform will become more important as AI-generated material increases.
“I think people are going to really seek out other points of view because Instagram was never just about the content,” he said. “It was always, to a certain degree, about the person behind the content, the point of view, the reason they’re sharing it, their perspective. And I think that’s going to become more important, not less.”
His comments come as content creators around the world raise concerns about AI-generated influencers, virtual models and synthetic videos, some of which are being used by brands as an alternative to paying human talent.
Mosseri said Instagram does not plan to block or filter out AI-generated posts. Instead, the platform intends to label such content so users know what they are viewing.
“I don’t think we should filter out AI content,” he said. “I think we should let you know if content is AI content or not.”
He said posts should be evaluated by their quality and the person behind them, not by the tool used to produce them. He added that Instagram will need to improve its ability to separate high-quality AI content from low-quality AI content as the volume increases.
