Instagram’s top executive, Adam Mosseri, says people can no longer reliably tell real images from AI-generated content, urging creators to post more raw, unpolished material as platforms shift toward technical tools to identify synthetic media.
The head of Instagram said the human eye is no longer enough to distinguish authentic photos and videos from AI-generated content, acknowledging the growing challenge of synthetic media on social platforms.
Speaking about how creators should respond to the surge of artificial content, the executive said it is now “easier to fingerprint real media” using technical signals than by visual inspection alone. The comments were reported by NDTV Profit on Jan. 1.
The admission comes as generative AI tools flood social media with hyper-realistic images and videos. These tools can mimic lighting, skin texture, and camera artifacts that once helped users spot edited or fake visuals.
“As AI gets better, it becomes much harder for people to tell what’s real just by looking,” the Instagram head said, according to NDTV Profit. “The naked eye is not enough anymore.”
Platform Urges Creators to Embrace Raw, Unpolished Posts
To stand out from AI-generated material, Instagram is advising creators to lean into content that looks more human and less polished.
The executive said creators should not aim for perfection but instead allow imperfections to show. That includes uneven lighting, casual framing and moments that appear spontaneous rather than staged.
The platform believes this approach helps signal authenticity to audiences, even if it runs counter to years of highly curated social media trends. The advice reflects a shift away from glossy, studio-style posts toward content that feels personal and immediate.
The Instagram head, Adam Mosseri, described such content as “unflattering” and “unproduced,” saying those qualities make it harder for AI systems to replicate convincingly at scale.
Creators, especially those building personal brands, are under pressure to differentiate themselves as AI-generated accounts multiply. Many rely on trust and perceived authenticity to retain followers and attract advertisers.
AI Detection Tools Take Priority Over Visual Judgment
Despite encouraging creators to post more raw content, Instagram is placing greater emphasis on behind-the-scenes detection systems rather than user judgment.
The executive said platforms must rely on metadata, watermarks, and other technical markers to identify AI-generated media. These tools can trace how an image or video was created, even when it appears realistic.
“Real media leaves different fingerprints,” the executive said, adding that technology is better suited than people to spot those differences.
Industry experts say this reflects a broader shift across tech companies. As generative AI improves, detection efforts are moving toward automated systems that operate at scale.
Several companies, including Meta, have backed standards for labeling AI-generated content. These efforts aim to provide transparency without relying solely on visual cues that can be misleading.
Authenticity Becomes Strategy as AI Floods Social Media
The comments highlight a growing tension for social platforms balancing creativity, trust, and automation.
AI tools allow faster content creation, but they also raise concerns about misinformation, impersonation, and the erosion of trust. For users, the inability to tell real from fake content increases skepticism.
For creators, authenticity is becoming a competitive advantage. Showing process, mistakes, and real-time reactions can help distinguish human-made content from synthetic media.
Adam Mosseri said the platform will continue investing in AI detection while supporting creators who focus on genuine expression rather than perfection.
As AI-generated content becomes more common, platforms face mounting pressure from regulators and users to ensure transparency. The executive’s remarks signal that social media companies no longer expect users to solve the problem on their own.
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