Instagram chief says users who dislike AI content should filter it themselves

Instagram chief Adam Mosseri stated on Lenny Rachitsky's podcast that the platform should not proactively filter AI-generated content, but should inform users of its source. He argued that users who dislike AI content should keep it out of their feeds themselves. This means Instagram won't introduce special labels or filters for AI content, unlike some other platforms, instead leaving choice to users. For creators and brands relying on Instagram for distribution, this policy means AI-generated content won't be treated differently and may get the same exposure as human-created content. Regular users will need to actively check content sources or use existing personalization tools (like keyword blocking, adjusting interests) to reduce unwanted AI content.