Instagram head Adam Mosseri has said the platform needs stronger safeguards against AI slop, as concerns grow over low-quality, AI-generated content that copies the work of creators.
The comments followed a complaint last week from an artist who said Instagram allowed users to post AI content replicating his work. Mosseri responded that banning AI content outright is not practical, but that the app wants to stop people from using AI to rip off creators. He repeated this position in his weekly Q&A, saying Instagram does not limit the reach of content simply because it is AI-made. Ranking, he explained, is meant to show people content they like, whether or not AI produced it.
More Labels and Creator Incentives
Mosseri admitted that ranking sometimes makes mistakes, and said users should be told when content was generated with AI. Instagram plans to add more labels to AI content and to encourage creators to tag their own AI-generated posts voluntarily, with the aim of improving overall transparency.
Why Copyright Claims Fall Short
In a separate Threads post, Mosseri said he is very worried about the trend and that the company is still working out what to do. Instagram already lets people file copyright claims, but he noted that many comedians and dancers have never formally copyrighted their material. Any new approach, he said, must help those creators without allowing bad actors to file fake claims, which he noted happens all the time.
The issue underscores the balancing act facing Meta. The company has invested hundreds of billions of dollars in AI and continues to prompt users to generate images and videos within its apps. As more derivative, copyright-infringing content spreads, creators may be pushed away from Meta’s platforms, a risk that could threaten the company’s long-term viability. As Mosseri acknowledged, it is a tricky problem, and one Meta helped create.