Authenticity is the Main Challenge of the AI Era, Instagram Emphasizes the Important Role of Content

JAKARTA - It is undeniable that all social media are filled with artificial intelligence (AI) based content which has become more massive in the past few years.

Instagram head Adam Mosseri said that AI's ability to mimic human images, voices, and expressions makes it increasingly difficult to distinguish between real and synthetic content.

According to him, entering 2026, the authenticity of content is no longer something exclusive because it can now be copied and created directly by anyone with the right technology.

"Everything that used to make creators important - the ability to be real, connected, and have a voice that can't be faked - is now suddenly accessible to anyone with the right tools," Mosseri said in his lengthy post on Threads.

He assessed that the standard of success for creators would begin to shift, where the problem was no longer just the ability to create content, but the ability to present something that only they could create.

"The successful creators are those who are able to maintain their authenticity, whether using new technology or not," Mosseri continued.

In response to the challenge, Mosseri emphasized that users should be more skeptical of what they see on the internet.

Because, he added, the assumption that photos and videos represent real events, is no longer relevant with the presence of increasingly sophisticated AI technology.

However, Mosseri emphasized that Instagram will continue to adapt to the technology.

Mosseri plans to strengthen creative tools for creators, both AI-based and non-AI, and clarify the labeling of AI-generated content.

"We must clearly label AI-generated content, and work with device manufacturers to verify authenticity from the capture process - giving a fingerprint on the original media, not just chasing after the fake ones," he said.

In addition, Instagram will also display an account credibility signal so that users can better assess the source of information, including where the account was created, what makes the account different, and what they have ever uploaded.

He added that creators who are able to maintain authenticity will be an important pillar for the Instagram ecosystem in the future.