Instagram’s Adam Mosseri: If you don’t like AI, ‘then you shouldn’t have it in your feed’

Editor's take

Instagram's head suggests users can opt-out of AI-generated content if they find it objectionable, rather than the platform actively filtering it.

This stance reflects a growing tension between platform responsibility and user control in the face of rapidly advancing generative AI. For creators, it means a potential dilution of human-made work in feeds, while for users, it presents a new layer of content moderation to manage, impacting the authenticity and perceived value of their social media experience.

The critical question is how effectively this opt-out mechanism will be implemented and enforced. Will users be able to granularly control their exposure to AI-generated images, text, and even video, or will it be a blunt instrument? The success of this approach hinges on user interface design and the platform's ability to accurately identify and tag AI-generated material, a challenge that has already proven difficult for platforms like X.