Instagram’s Adam Mosseri: If you don’t like AI, ‘then you shouldn’t have it in your feed’

TechAINewsInstagram’s Adam Mosseri: If you don’t like AI, ‘then you shouldn’t have it in your feed’Mosseri still doesn’t want to filter out AI posts completely, however.Mosseri still doesn’t want to filter out AI posts completely, however.by Emma RothJul 10, 2026, 1:45 PM UTCLinkShareGiftKyle Grillot/Bloomberg via Getty ImagesEmma Roth is a news writer who covers the streaming wars, consumer tech, crypto, social media, and much more. Previously, she was a writer and editor at MUO.Though Instagram head Adam Mosseri doesn’t want to filter out AI content on the platform, he argues that you “shouldn’t have it in your feed” if you don’t like it. “I don’t think we should filter out AI content,” Mosseri said during an interview on Lenny Rachitsky’s podcast. “I think we should let you know if content is AI content or not.”At the same time, Mosseri seems to be drawing a distinction between content-based sorting and banning AI from the platform entirely. In fact, he believes people who love AI content “should be able to have a feed that’s just AI town.” Instagram, like many other platforms, including TikTok, YouTube, and Facebook, will readily label AI-generated content, but won’t give you an option to filter it out of your feed.Mosseri acknowledged that detecting AI content is “hard,” and that Instagram may “lose the ability” to pick up on AI posts as models improve. “I think you should be able to just ask, ‘Is this AI?,’ and we should be able to tell you we think it probably is, or we’re not sure, or it’s definitely not, or definitely isn’t.” He adds that it might be “more practical” to label non-AI-generated “camera-captured content” instead, echoing what he said about fingerprinting “real media” in December 2025.RelatedLet us filter AI slop, you cowardsReally, you made this without AI? Prove itAnd while Mosseri notes that Instagram needs to “figure out how to crack down” on spammy AI content, the platform continues to embrace the technology. With the launch of Meta’s AI image generator, Muse Spark, Instagram users can now put other users into their AI creations by just tagging them — a feature that Haley McNamara, the executive director of the National Center on Sexual Exploitation, said “creates obvious and foreseeable opportunities for exploitation, sexual abuse, harassment, and identity fraud.”Follow topics and authors from this story to see more like this in your personalized homepage feed and to receive email updates.Emma RothAIInstagramMetaNewsTechMost PopularMost PopularI spent a week using the Trump phone — it sucksPolestar owners left ‘holding the bag’ after EV brand pulls out of the USXreal’s new AR glasses are way cheaper and almost just rightApple sues OpenAI for allegedly stealing hardware secretsI’m filling in at The Verge for 6 weeks. Ask me anything!The Verge DailyA free daily digest of the news that matters most.Email (required)Sign UpBy submitting your email, you agree to our Terms and Privacy Notice. This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.Advertiser Content FromThis is the title for the native ad