Tech Desk 
Jan 02, 2026
Instagram head Adam Mosseri on Friday announced that the platfrom is preparing for a rapid increase in AI generated images and AI video, as advances in generative artificial intelligence (AI) begin reshaping how content is created, edited, and shared.
Speaking regarding the direction of Instagram’s product roadmap, Mosseri said improvements in AI image generation and AI video tools are expanding at a pace that will soon make synthetic content commonplace across feeds, Stories, and Reels.
Mosseri said: “Social media platforms are going to come under increasing pressure to identify and label AI-generated content as such. All the major platforms will do good work identifying AI content, but they will get worse at it over time as AI gets better at imitating reality.
"There is already a growing number of people who believe, as I do, that it will be more practical to fingerprint real media than fake media. Camera manufacturers could cryptographically sign images at capture, creating a chain of custody,” added Instagram head.
Instagram has also confirmed that AI generated content will be clearly labelled, building on Meta’s broader policies around synthetic media transparency.
The company has also invested in AI detection systems designed to detect synthetic images and AI video even when labels are removed.
Mosseri stated that Instagram's top priority is to give users a trust worthy experience as AI content grows. While AI expands creative possibilities, the platform aims to assure that users get clear understanding what they are seeing and how it is made.
The company expects AI assisted content to become a normal part of the Instagram experience rather than a novelty.
