Adam Mosseri, head of Instagram, addressed the impact of artificial intelligence (AI) on creativity during a recent interview at the Bloomberg Screentime conference. He noted that AI tools have the potential to democratize content creation, enabling individuals without prior capabilities to produce high-quality material. However, he acknowledged that some may misuse this technology for harmful purposes, urging that children must learn to critically evaluate the authenticity of videos they encounter online.
During the discussion, Mosseri responded to concerns raised by creator MrBeast (Jimmy Donaldson), who highlighted the risks AI-generated content poses to creators’ livelihoods, describing it as a challenging time for the industry. Mosseri countered that the majority of creators will not replicate MrBeast’s complex production style using AI; instead, AI will enhance creators’ ability to deliver higher-quality content.
He elaborated that, similar to how the internet has lowered content distribution costs, AI technologies are reducing production costs significantly. This shift could blur the line between organic and AI-generated content, as many creators already integrate AI in their workflows—such as for color corrections—rather than relying solely on fully synthetic outputs.
Mosseri mentioned that Meta has a role in improving the identification of AI-generated materials, although previous attempts at automated labeling led to inaccuracies. He emphasized the need for better context in content labeling, possibly through a system akin to Meta’s Community Notes, which allows users to provide corrections based on collective agreement.
Furthermore, Mosseri remarked on the importance of societal change in understanding digital content. He expressed concern for his children’s ability to discern the real from the artificial as they grow up in a digital environment. In addition to AI, he touched on Instagram’s future features, highlighting plans for a dedicated TV app and an increased focus on Reels and direct messaging as core functions. He acknowledged competition with TikTok as beneficial for driving Instagram’s improvements.
Source: https://techcrunch.com/2025/10/10/instagram-head-adam-mosseri-pushes-back-on-mrbeasts-ai-fears-but-admits-society-will-have-to-adjust/