Mosseri asserts that digital camera brands are heading in the wrong direction.
Mosseri asserts that digital camera brands are heading in the wrong direction.
Instagram head Adam Mosseri is concluding 2025 with a comprehensive 20-image examination of what a fresh era of “infinite synthetic content” signifies, as it becomes increasingly difficult to differentiate from reality, and the older, more personal Instagram feed that he claims has been “dead” for years. In the previous year, The Verge’s Sarah Jeong analyzed that “…the default expectation concerning a photo is soon to be that it’s fabricated, as producing realistic and credible fake photographs is now exceedingly easy,” and Mosseri eventually agrees:
For the majority of my life, I could confidently presume that photographs or videos were mostly truthful depictions of moments that occurred. This is evidently not how things stand anymore, and it will take us years to adjust.
We will transition from a presumption that what we view is genuine by default to beginning with skepticism. It will be essential to consider who is sharing something and for what reason. This will be challenging – we are biologically inclined to trust our vision.
The complete text from his presentation can be found at the bottom of this post, but based on Mosseri, the necessary progression for Instagram and other platforms is that “We must create the most effective creative tools. Label AI-generated material and verify authentic media. Highlight credibility indicators about who is posting. Keep enhancing original content rankings.”
Our audience is aware that we’ve spent the preceding years contemplating the impending “what is a photo?” crisis as it emerges through AI image manipulation and generation. Now, as we rapidly approach 2026, it seems somewhat late to present a brief outline of suggestions.
Mosseri’s perspective centered on Instagram posits that “We often lament about ‘AI slop,’ but there’s an abundance of impressive AI-generated content,” without specifically naming any examples, or directly acknowledging Meta’s motivation for implementing AI tools. He believes that camera manufacturers are missing the mark by attempting to enable everyone to “emulate a professional photographer from 2015.”
Rather, he asserts that raw, unrefined images currently function as a signal of authenticity, until AI evolves to replicate flaws. Following that, “we’ll need to redirect our attention to the source instead of the message,” with fingerprints and cryptographic validation of images from the cameras that captured them to verify real media as opposed to depending on tags and watermarks added to AI-generated content.
Mosseri isn’t the first tech executive to address this identical concern. Samsung executive Patrick Chomet adopted the stance that “in reality, there is no such thing as an authentic photograph,” following controversies last year surrounding the handling of moon photography by Galaxy phones. Additionally, Apple’s Craig Federighi expressed to the WSJ that he is “worried” regarding the ramifications of AI editing. However, perhaps we are simply one more Instagram presentation or two away from resolving this all.
Adam Mosseri:
The primary risk Instagram confronts is that, as the pace of change accelerates, the platform may fail to adapt. Anticipating 2026, one significant transition: authenticity is becoming endlessly reproducible.
Everything that once made creators significant—the capacity to be genuine, to connect, to express a voice that couldn’t be imitated—is now within reach of anyone equipped with the appropriate tools. Deepfakes are advancing rapidly. AI produces photos and videos that are indistinguishable from real footage.
Control has transferred from institutions to individuals due to the internet enabling anyone with an intriguing concept to connect with an audience. The expense of disseminating information has become negligible.
Individuals, instead of publishers or brands, have shown that there is a considerable market for content generated by people. Faith in institutions is at its lowest point ever. We have turned to content created by creators we trust and admire.
We tend to voice complaints about “AI slop,” but there exists a substantial amount of exceptional AI content. Even high-quality AI content presents a certain look: overly polished, skin overly smooth. This will evolve – we will witness more authentic AI content.
Authenticity is becoming a limited commodity, driving an increased demand for creator content, not a decrease. The standards are shifting from “can you create?” to “can you produce something only you could create?”
Unless you are under 25, you likely view Instagram as a collection of square images: polished makeup, skin smoothing, and stunning landscapes. That feed is obsolete. Individuals ceased sharing personal experiences on the feed years ago.
The primary manner in which individuals share now occurs in direct messages: blurry photos and somewhat shaky videos of everyday experiences. Shots of shoes and unflattering candid moments.
This raw aesthetic has permeated public content and various art forms.
Camera manufacturers are investing in the wrong aesthetic. They strive to make everyone resemble a professional photographer from 2015. However, in a context where AI can produce flawless images, the professional appearance becomes an indicator.
Flattering visuals are easy to create and mundane to engage with.
People are searching for content that feels genuine. Astute creators are embracing unrefined, unflattering imagery. In a realm where perfection is achievable, imperfection transforms into a symbol.
Rawness has evolved beyond mere aesthetic choice — it has become evidence. It serves as a defense. A means of expression: this is authentic because it is flawed.
In the near future, AI will be able to fabricate any aesthetic you desire, including an imperfect one that appears genuine. At that juncture, our focus will need to transition to who is conveying a message rather than the content of the message itself.
For the majority of my life, I could reliably assume that photographs or videos were mainly accurate representations of events that took place. Clearly, that is no longer true, and adapting will take us years.
We will shift from accepting what we observe as reality by default to approaching it with skepticism. We must consider who is disseminating content and their motivations. This will be disconcerting – we are naturally inclined to trust our sight.
Platforms such as Instagram will excel in identifying AI content, but they will struggle more over time as AI improves. It will be more feasible to verify authentic media than to pinpoint fabricated content.
Camera producers will cryptographically validate images upon capture, forming a reliable chain of custody.
Labeling only constitutes part of the solution. We need to present much more
context regarding the accounts that share content, allowing users to make informed choices. Who is associated with the account?
In a realm of limitless resources and infinite doubt, those creators who can sustain trust and demonstrate authenticity – through being genuine, transparent, and consistent – will differentiate themselves.
We must develop the finest creative tools. Identify AI-generated content and authenticate legitimate material. Highlight credibility indicators related to the posting accounts. Continually enhance rankings for originality.
Instagram will need to evolve significantly and expeditiously.
