How AI will change Instagram in 2026, according to the Head of Instagram
Instagram’s head has spoken on AI, authenticity, and trust. Here’s what artists and creators need to know heading into 2026.
AI content is already here, and according to Instagram head Adam Mosseri, the next couple of years will fundamentally change how we create, share, and trust content on the platform.
Mosseri took to Instagram to announce his thoughts:
Here’s what AI is set to change on Instagram within 2026, and what artists and creators should be paying attention to now.
What does AI look like on Instagram?
AI-generated photos and videos are already flooding social media platforms, as we’ve already seen in the music industry. Some of it clearly looks artificial, with most AI content to date being too smooth, too perfect, and too polished. But that visual giveaway won’t last.
As Mosseri points out, AI is quickly moving toward being able to generate any aesthetic. That includes raw content that feels human and authentic. In other words, the visual line between real and fake could soon disappear.
What this means for creators
Previously, creators stood out simply because they could create. They had a real voice that helped them build a real connection with their audience. AI has changed that equation though.
Now, almost anyone with the right tools can generate content that looks and sounds convincing. According to Mosseri, that means a big shift for creators from asking “can you create?” to “can you make something that only you could make?”
This makes creators more important. As AI content explodes, authenticity becomes key. People want to see content that feels real, and we’ve already seen this shift happening too. A more raw aesthetic and production-style has grown in popularity across content creation in recent years. Effectively, raw content comes across as more real for viewers.
But there’s a catch in this too as, at some point, AI will be able to replicate this authentic, raw style. When this time comes, the focus will have to shift again from what is being said to who is saying it. This is where trust between creator and viewers becomes crucial.
So, moving forward, the creators who win will be the ones who feel human. For artists and creators, that means consistently showing up, connecting with fans, and trying to build that artist-fan relationship.
What this means for users
For a long time, social media came with an unspoken assumption that the photos and videos were real captures of real moments. That’s disappearing though. Mosseri suggests we’re moving towards a world where skepticism will have to become the starting point. Users will need to think more critically about what they’re seeing, who shared it, and why.
How Instagram plans to handle AI
Instagram isn’t ignoring the problem. Mosseri explains that platforms will continue working to label AI-generated content, but he also points out that identifying fake media will only get harder as AI improves.
So far, platforms have focused labelling AI-content. For example, Deezer has been the first streaming platform to pioneer tagging AI music. However, Mosseri suggests flipping the approach. Rather than trying to detect fake content, it may be more practical to verify real content. For example, camera manufacturers could cryptographically sign images at the moment they’re captured, creating a chain of custody.
He also points out that labelling alone won’t be enough though. Platforms will also need to provide more context around accounts themselves such as who’s behind each account.
Final thoughts
Mosseri ultimately makes it clear that AI is forcing Instagram to evolve, and fast. Creators and artists will need to evolve with it though. As content becomes easier to generate, authenticity will be key. But once that is replaceable too, trust between creators and their audiences will mean a big deal.
Understand this shift early, and you’ll be better positioned to cut through the AI noise in 2026 and beyond. Because when everything can be generated, being real is the one thing that can make you stand out.