AI is everywhere.
In our feeds, our photos, our videos and increasingly, in content we can’t always tell was generated by a computer.
And even Instagram’s boss knows people aren’t exactly happy about it.
Adam Mosseri, the head of Instagram, has acknowledged the growing frustration surrounding artificial intelligence, predicting that negative reactions will continue to increase.
The comments came during an appearance on the Colin and Samir podcast, where he discussed the future of content creation and Instagram’s relationship with AI.
Why are people so angry?
According to Mosseri, the frustration isn’t limited to young people or professional creators.
People are worried about their jobs, their creative work and whether AI companies are using their content without permission.
Others are concerned about misinformation, deepfakes and the increasing difficulty of knowing what’s real online.
And then there’s the endless supply of low-effort AI-generated posts filling social media feeds.
For people who spend hours creating original content, watching automated accounts produce massive amounts of material can feel particularly frustrating.
But is Instagram doing anything about it?
Mosseri explained that Instagram doesn’t automatically rank AI creators differently from human creators.
The platform tries to evaluate content based on quality and relevance, regardless of how it was created.
But he also acknowledged that Instagram doesn’t always do a good job distinguishing high-quality content from low-effort AI material.
The company has introduced AI-related labels and identification measures, while continuing to address misleading synthetic content.
Still, completely banning AI-generated material isn’t something Mosseri considers practical.
So, what happens next?
The bigger question isn’t whether AI will remain part of social media.
It almost certainly will.
The real challenge is finding a balance between using new technology and protecting the people whose creativity helped build these platforms in the first place.
Because the internet might be producing more content than ever.
But that doesn’t necessarily mean people are enjoying what they’re seeing.
And when even Instagram’s boss expects the backlash to grow, it’s clear this conversation is far from over.
