“The Feed Is Dead” in the Age of AI, Says Instagram CEO
Adam Mosseri says AI-generated content is forcing Instagram to rethink what feels “real.”
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[Image source: Chetan Jha/MITSMR Middle East]
Instagram’s polished, picture-perfect grid is becoming a thing of the past, according to Adam Mosseri, the head of Instagram. In an end-of-year post on Threads, Mosseri said the platform needs to change as AI-generated content floods social media. He argued that the classic Instagram feed no longer reflects how most people actually use the app.
Mosseri said users stopped sharing personal moments on their main feeds years ago. Instead, they now keep friends updated through private messages, often by sharing casual, unfiltered photos rather than curated posts. “That feed is dead,” he wrote, adding that people increasingly prefer content that feels natural and real.
The rise of AI has sped up this shift. With tools like Midjourney and Sora, it has become easy to create attractive images and videos at scale. As a result, Mosseri said creators will need to move away from polished aesthetics and focus more on raw, authentic content.
“Flattering imagery is cheap to produce and boring to consume,” he said, noting that social media feeds are increasingly filling up with AI-made or “synthetic” content. What people want instead, he argued, is material that feels human.
At the same time, Instagram’s parent company, Meta, is rapidly adding AI features to its platforms. Instagram has introduced tools that let users create AI chatbots and has tested AI-generated influencers.
Mosseri warned that it will become increasingly difficult to distinguish real content from AI-generated media as the technology improves. He said platforms must clearly label AI content, be more transparent about who is posting, and give human creators better tools to compete. For users, he added, the old assumption that most photos and videos reflect real moments no longer holds true.
