Adam Mosseri, head of Instagram, warned that the world is entering an era of “infinite synthetic content.” It is becoming difficult to distinguish between real and fake content. This is due to rapid advancements in AI and deepfake technologies.
Mosseri stated that platforms will redefine authenticity. They will shift from automatically believing what is seen. Instead, they will encourage questioning it. Focus will be placed on who publishes content, not just its form. He described these measures as uncomfortable. Humans are biologically programmed to believe what they see.
He added: “Throughout my life, I safely assumed images or videos were accurate records of actual events.” “This is no longer the case today.” “We will need years to adapt to this reality.”
According to Mosseri, Instagram and other platforms need to evolve. They must build better creation tools. Clear labels for AI-generated content are essential. Verifying authentic content is also required. Credibility indicators about the content publisher’s identity should be highlighted. They must continue improving the ranking of original content.