Head of Instagram Adam Mosseri faced backlash from influencers after a post about AI use on the platform missed the mark with many creators.
The post, which was shared just a day ago over New Years, revealed Mosseri’s thoughts on the future of AI on Instagram and why creators are integral to the platform’s trustworthiness.
In a world where authenticity is becoming “infinitely reproducible,” he posed the question to influencers and creators: “Can you make something that only you could create?”
He also noted that “people stopped sharing personal moments to feed years ago.” Yet, insisted that the raw, personal aesthetic is the one people are craving the most.
“Flattering imagery is cheap to produce and boring to consume. People want content that feels real. Savvy creators are leaning into unproduced, unflattering images. In a world where everything can be perfected, imperfection becomes a signal.”
The backlash from Instagram influencers didn’t hold back
The top comments, the vast majority of which being from successful creators themselves, were overwhelmingly negative.
Many were in agreement with Mosseri’s statement, but instead pointed blame at Instagram for why social media feels so filled with “AI slop” instead of real creator content.
A creator with over 500k followers on the platform complained that Instagram needed to take responsibility for their part in the spread of AI: “You run a platform that actively encourages AI, to deny that is nonsense. You have an algorithm that has destroyed connection and is designed to maximise views that help your bottom line.”
One wedding influencer with over 100k followers said: “All of that may be true, but what’s missing is clear ownership of Instagram’s role in this and where we are today. This year’s algorithm changes have gone much further than a shift in reach. They have directly affected people’s livelihoods. Established businesses have seen income drop, work dry up and years of audience-building undermined almost overnight. This is not theoretical or short-term. For many, the impact is ongoing and deeply destabilising.”
One suggested a return to chronological feeds: “You engineered an algorithm nobody asked for. We followed people because we wanted to see them, then you hid them. Now the feed is ads and the same idea repeated a thousand times because we paused for half a second on one video. Humans are not spreadsheets. You cannot fully predict curiosity, context, or mood. Bring back a chronological feed by default, or at least give it its own tab. Let the algorithm live somewhere optional.”
Another huge creator with a whopping 2 million followers accused Mosseri of “gaslighting” the world on his failure to protect creators.
“Congratulations on a 20 picture slide gaslighting the world on how you failed as a platform to protect creators. Cheers to 2026.”
One beauty influencer nearing the million follower mark wrote that Instagram “took the social out of social media.”
Has Instagram really failed to protect influencers and creators from AI?
Has Instagram failed to protect its creators from AI? The prevailing sentiment in Mosseri's comment section suggests a resounding 'yes'. With AI influencers surging in popularity and AI-generated content becoming increasingly indistinguishable from reality, many who earn a living via the app feel their livelihoods are being sidelined.
The algorithm has been changed and updated a lot this year, and Instagram was at the forefront of every Algowatch algorithm update I wrote in 2025.
However, many of these changes were for good. In-app editing has improved, creator analytics are getting more detailed, and Mosseri himself has been letting his followers in on tips about how to improve reach and engagement. However, is it enough for Instagram to beat the “AI slop” takeover faced by influencers?
Let’s see what 2026 holds for Instagram creators.
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