🚀 Instagram’s future isn’t about polishing content... it’s about proving 'you' made it.

Adam Mosseri closed out 2025 with a look at how AI is reshaping Instagram and the broader content landscape (his original post in the comments).

His core message❓❓

What once made content valuable - trust, authenticity, and individuality, etc - is now under pressure from a flood of AI-generated "slop" that’s increasingly indistinguishable from the real thing.

Here is what I think ALL brands need to focus on as we enter this new AI content world:

👉 AI ubiquity means trust is now the new currency: As synthetic content saturates social feeds, people will rely less on visuals and more on who is sharing them (the creator, your friend, your family)

👉 Raw beats polished: The era of curated, perfect aesthetics is fading. Imperfection isn’t just a style - its evidence of human authorship

👉 Platforms must evolve trust signals: Expect some sort of verification, better context around creators, and technology (like cryptographic signing) to signal what’s genuinely captured vs. machine-generated (this is already happening)

In this new era, where anything can be created but not everything can be owned, connection and credibility will define the next wave of creator success. People are craving authenticity and the platforms' (Meta, IG, TT, etc) success will rely on users ability to find the content they want to engage with.