The head of the social media platform Instagram is outlining what he thinks will be the future of content creation in the age of AI and abundance.
In a lengthy post on Instagram, Adam Mosseri says that 2026 will be the year when AI floods platforms with content, including videos, voices, and images that appear polished and real.
“Everything that made creators matter, the ability to be real, to connect, to have a voice that couldn’t be faked, is now suddenly accessible to anyone with the right tools. Deepfakes are getting better and better. AI is generating photographs and videos indistinguishable from captured media.”
According to the Instagram chief, true authenticity is now a scarce resource as people become skeptics by default. Mosseri highlights that audiences will stop looking at production quality and toward proof of reality.
“Even the quality AI content has a look to it. It tends to feel fabricated somehow. The imagery today is too slick; people’s skin is too smooth. That will change. We are going to start to see more and more realistic AI content.”
Mosseri believes that in the age of AI-generated content, creators who can signal trust, consistency and perceived authenticity will be the ones that stand out.
“The creators who succeed will be those who figure out how to maintain their authenticity, whether or not they adopt new technologies. That’s harder now, not easier, because everyone can simulate authenticity. The bar is going to shift from ‘can you create?’ to ‘can you make something that only you could create?’ That’s the new gate.”
The Instagram chief appears to be signaling that identity-first content is the future, where creators will not be punished for using AI as long as they express their authentic self through their own perspective and lived experience. Mosseri’s sentiments align with Mark Cuban’s view that creators who don’t use AI will fall behind.
Meanwhile, Anthropic co-founder Jack Clark recently said that creators need to invest time and curiosity when using AI tools. Otherwise, they would end up creating unremarkable AI synthetic slop content.
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