Instagram boss Adam Mosseri has warned that the future of Instagram and social media will be about trust, not just filters or pretty pictures. In a long message shared on Instagram at the end of 2025, Mosseri said that AI-generated content and deepfakes are changing the way people see photos and videos online. This could make it harder for users to know what is real and what is fake.
Why Mosseri Is Worried About AI
In his message, Mosseri explained that AI tools can now create photos and videos that look exactly like real ones, even when they are not. He said that technology has reached a point where you can no longer simply trust what you see online:
“Nothing is real by default anymore. For most of my life, I could safely assume photographs or videos were accurate captures of moments that happened. This is clearly no longer the case.”
Mosseri warned that this means people will need to think more carefully about what they see online instead of believing it immediately.
The Old Instagram Aesthetic Is “Dead”
Mosseri pointed out that Instagram’s old look, a grid of polished, perfect pictures is no longer the main way people share moments. Many users now prefer real, unfiltered and imperfect photos and videos, often shared in private messages rather than in public feeds. He said imperfection itself has become a sign of authenticity because it feels real and less manufactured.
AI Will Get Even Better
One big concern Mosseri raised is that AI will soon be able to fake imperfect photos, too.
“AI will create any aesthetic you like, including an imperfect one.”
This means people may no longer be able to judge authenticity based on how a photo looks, even though flaw-filled pictures could be fake.
How Instagram Plans to Fight Fake Content
Mosseri said Instagram and other social platforms will try different ways to help users know what is real, such as:
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Labeling AI-generated content clearly, so people know what was made by machines.
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Trying to verify real photos and videos, possibly by using special camera signatures or other technology.
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Giving users more information about accounts, like who runs them and how long they’ve been active.
He explained that over time it might be easier to verify real content than to chase all the fake content, because AI will keep getting better and harder to spot.
What It Means for People Online
Mosseri believes that in the coming years:
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People will stop assuming what they see is real by default.
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Users will start with skepticism and questions instead of trust.
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Trust and credibility will become the most important parts of content online.
He said this change will be uncomfortable at first, because humans are naturally wired to believe what they see. But as AI grows stronger, people will have to learn to be more careful and thoughtful online.
The Big Picture
Instagram is one of the world’s largest photo and video apps. If users can’t trust what they see there, that could change the way social media works. Mosseri’s warning shows that the future of Instagram isn’t just about cool filters or editing tools, it’s about making sure what you see is real and trustworthy.