Instagram won’t filter AI content, says users who dislike it ‘shouldn’t have it in their feed’

Instagram head Adam Mosseri said the platform will not remove AI-generated content from feeds but will label it so users can choose whether to engage. During an interview on Lenny Rachitsky’s podcast, Mosseri stated, “I don’t think we should filter out AI content,” emphasizing that Instagram should instead inform users when content is AI-generated.

Mosseri drew a distinction between content-based sorting and outright bans, suggesting that users who prefer AI content should be able to curate a feed composed entirely of it. However, he did not announce any tools to filter AI posts from individual feeds, leaving the onus on users to avoid accounts that post AI content if they wish to minimize exposure.

He acknowledged the difficulty of detecting AI-generated content as models improve, noting that Instagram may “lose the ability” to identify AI posts over time. Mosseri proposed that labeling real, camera-captured content could be a more practical approach, a stance he reiterated from comments made in December 2025 about fingerprinting “real media.”

Instagram continues to integrate AI features, including the rollout of Meta’s Muse Spark image generator. The tool allows users to insert tagged individuals into AI-generated images, a capability criticized by the National Center on Sexual Exploitation for creating “obvious and foreseeable opportunities for exploitation, sexual abuse, harassment, and identity fraud.”

Mosseri also addressed the need to address spammy AI content, but did not outline specific enforcement actions beyond labeling. The platform’s approach prioritizes transparency over restriction, framing user choice as the primary mechanism for managing AI content exposure.