Instagram head Adam Mosseri has addressed increased concerns about AI in the creator economy.
Speaking at the Bloomberg Screentime conference, he responded to recent warnings from creator Jimmy Donaldson, widely known as MrBeast.
Mosseri acknowledged that AI will change creative work but argued that society can adapt to these changes.
Clash of Perspectives
The debate began when MrBeast posted on Threads, warning that AI-generated videos could threaten creators’ livelihoods.
He described the situation as “scary times” for the industry. His comments stem from widespread anxiety among creators about synthetic content, deepfakes, and automated video production.
Mosseri disagreed with the idea that AI would undermine creators on a large scale. Instead, he argued that new tools will make creative work more accessible.
He emphasized that most creators are unlikely to replicate MrBeast’s elaborate productions, which rely on large sets and extensive resources.
“The internet reduced the cost of distributing content to almost zero,” Mosseri said. “Generative AI is reducing the cost of producing content to basically zero.”
This shift, he explained, will enable more people to create high-quality content without significant financial barriers.
Creativity
Mosseri described a growing wave of “hybrid” content. Many creators already use AI in their workflow, but not to produce fully synthetic material.
For example, they use AI for tasks such as color correction, voice enhancement, or filters. These tools improve quality but do not replace human creativity.
He predicted that the boundary between real and AI-generated content will blur further. “It’s going to be a little bit less like, what is organic content and what is AI synthetic content,” he said.
There’s going to be more in the middle than pure synthetic content for a while.” This blending, he suggested, will shape media consumption in the coming years.
The Challenge of Trust
As AI becomes more powerful, distinguishing truth from fabrication will become harder. Mosseri highlighted the implications for younger generations.
“My kids are nine, seven, and five,” he said. “I need them to understand that just because they see a video doesn’t mean it actually happened.”
In the past, viewers could reasonably trust what they saw on video. Now, that assumption no longer holds.
Mosseri believes children must learn to question the source, motive, and context of what they watch. This, he noted, represents a cultural change as much as a technological one.
AI Labels
Mosseri also reflected on Meta’s efforts to label AI-generated content. Early attempts led to problems.
Automated systems sometimes flagged real content as AI because tools like Adobe’s filters were part of the editing process.
He admitted that this approach “wasn’t the right focus” and described it as “a fool’s errand.”
Instead, he suggested Meta should give users more context to help them make informed decisions.
One potential solution is to expand Community Notes. This crowdsourced fact-checking feature, modeled after X’s system, lets users with differing views to agree on clarifications or corrections.
Applying this to AI labeling could improve accuracy and reduce reliance on automated systems.
Mosseri also shared updates on Instagram’s future. The company plans to launch a dedicated TV app and will continue focusing on Reels and direct messages.
This mirrors user behavior, as more people spend time on short videos and private conversations.
He also addressed TikTok’s changing ownership in the United States. He said the app’s structure and ranking systems remain unchanged, despite regulatory adjustments.
“It’s the same app, the same ranking system, the same creators that you’re following,” he explained. “It doesn’t seem like it’s a major change in terms of incentives.”
