Instagram head Adam Mosseri has raised serious concerns about the rapid evolution of AI-generated images, warning that the internet is approaching a point where distinguishing real photos from fake ones may become nearly impossible.
In a year-end message shared ahead of 2026, Mosseri explained that artificial intelligence is changing photography at a pace humans are not prepared for. According to him, authenticity — once tied closely to visuals — is now becoming “infinitely reproducible.”
The End of “Seeing Is Believing”
Mosseri pointed out that AI has already reached a stage where even trained eyes struggle to tell whether an image is real or machine-generated. While many creators have recently shifted toward raw, unfiltered, and unpolished content to appear more authentic, AI systems are quickly learning to replicate that same “real” aesthetic.
“This forces a major shift,” Mosseri noted, adding that society may need to stop judging credibility based on visuals alone. Instead, the focus will move toward who is sharing content rather than what the content looks like.
He also acknowledged that adapting to this reality will not be easy. Humans are naturally wired to trust what they see, and breaking that habit could take years.
Cameras, Cryptography, and Proof of Authenticity
On the technical side, Mosseri predicted that camera manufacturers will soon introduce cryptographic signatures for photos. These signatures would help establish a verified chain of ownership, proving that an image was captured by a real camera rather than generated by AI.
However, he criticized camera companies for prioritizing overly polished visuals. “Flattering imagery is cheap to produce and boring to consume,” Mosseri said, suggesting that audiences now prefer content that feels genuine rather than professionally perfected.
Instagram’s Plan to Restore Trust
As part of Meta — the parent company of Facebook and WhatsApp — Instagram has already introduced AI features, but those tools have also contributed to a flood of AI-generated content. This surge has made it harder for human-created posts to stand out.
To tackle this challenge, Mosseri emphasized the need for stronger “credibility signals” across the platform. Instagram plans to:
-
Clearly label AI-generated content
-
Reward originality through better content ranking
-
Build tools to help human creators compete with AI
-
Work with hardware makers to verify authenticity at the moment content is captured
“Instagram is going to have to evolve — and fast,” Mosseri concluded, stressing that rebuilding trust in a world dominated by AI will be one of the platform’s biggest challenges ahead.