Instagram head Adam Mosseri has signaled a major shift in the platform’s creative direction, stating that overly polished, artificial-looking AI content is losing relevance. According to Mosseri, audiences are increasingly rejecting content that feels manufactured or emotionally hollow, even if it looks technically flawless.

Speaking in recent discussions around creator trends, Mosseri emphasized that the era of hyper-edited visuals, scripted AI voices, and perfectly optimized posts is fading fast.

Audiences Want Authenticity Over Automation

Mosseri highlighted a growing fatigue among users toward content that feels “too perfect.” As generative AI tools flood social media with high-quality visuals and videos, differentiation has become harder. Instagram’s data, he suggested, shows that content that feels human, spontaneous, and relatable now outperforms algorithmically polished posts.

Creators who share behind-the-scenes moments, imperfect takes, or emotionally honest stories are seeing stronger engagement than those relying heavily on AI-generated aesthetics.

AI Isn’t Banned—But It Must Be Invisible

Importantly, Mosseri did not argue against AI itself. Instead, he stressed that AI should assist creativity, not replace authenticity. Tools can help with editing, ideation, and accessibility—but when AI becomes the “main character,” audiences disengage.

Instagram’s recommendation systems are increasingly tuned to reward content that sparks genuine interaction rather than passive scrolling.

Why This Matters for Influencers and Brands

For influencers, marketers, and media pages, the message is clear: relying solely on AI-generated perfection is no longer a growth strategy. Brands pushing overly scripted AI ads may struggle, while creators who show personality, vulnerability, and originality may gain visibility.

This shift also reflects a broader cultural pushback against digital artificiality, as users seek trust and relatability in online spaces.

A Strategic Shift in Instagram’s Vision

Mosseri’s remarks align with Instagram’s recent product decisions, including prioritizing short-form videos that feel unscripted and reducing the reach of repetitive or low-effort AI-generated content. The platform appears to be positioning itself as a space where real human expression wins over synthetic perfection.