Instagram Proposes to Track Authentic Content Using AI Technology

Instagram Proposes to Track Authentic Content with AI Technology

In 2026, Instagram executive Adam Mosseri announced that the platform intends to implement a system that will identify **real content** amid the growing presence of **artificial intelligence** (AI) generated content. Mosseri notes that the current situation requires a new approach due to the ease with which AI tools are making characteristics previously exclusive to authentic creators accessible.

In a detailed post, he remarked: “Everything that made creators stand out – authenticity, connection, personal voice – is now available to anyone.” This shift brings significant challenges for both Instagram and its creators and photographers.

Implementation of New Strategy

According to Mosseri, the solution may not lie in identifying AI-generated content. He suggests it may be more practical to **track real media**, implementing a **fingerprinting** system in which images are cryptographically signed at the moment of capture. "Social platforms will face increasing pressure to label AI-generated content, but identifying this content will become increasingly difficult as AI advances in mimicking reality,” stated Mosseri.

This acknowledgment of the current dilemma is significant, as the technology used to identify AI content, such as **watermarks**, has not proven effective. Previous analyses indicated that these watermarks are easily removable and often ignored by users.

Impacts on Content Creators

The new approach to identifying content may provoke divisions among photographers and other creators who already express frustration with the platform's algorithm. Mosseri emphasizes that many believe **polished** content is no longer the future of the social network. He suggests that the focus should shift toward more **natural** and **unpolished** images as a means to reinforce content authenticity.

The proposed change may require new standards and technology, especially among camera manufacturers, who must create robust systems to ensure the veracity of images from the moment of capture.

Future Perspectives

As Instagram accelerates its adaptation to the new realities of digital content, Mosseri’s initiatives may signal a significant transformation in how the public perceives authenticity on social media. This approach may require closer collaboration between platforms and technology manufacturers, aiming to create a more transparent and trustworthy digital ecosystem.