Instagram head Adam Mosseri has weighed in on the growing debate about artificial intelligence in the creator economy, responding directly to MrBeast’s AI concerns during an interview at the Bloomberg Screentime conference. While Mosseri acknowledged that AI will undoubtedly change how creators make and share content, he believes it will also open new doors for creativity rather than destroy it.
Mosseri’s comments came after MrBeast (Jimmy Donaldson) warned on Threads that AI-generated videos could soon threaten creators’ livelihoods, calling it “scary times” for the industry. Pushing back slightly, Mosseri said that while AI does raise valid ethical and societal questions, it’s more likely to empower creators than replace them.
“AI will change who can be creative,” Mosseri said. “It will give people who couldn’t be creators before the ability to produce content at scale and quality they never could before.”
However, he acknowledged the darker side of innovation, admitting that bad actors will inevitably use AI for ‘nefarious purposes’ and that society—especially younger generations—will need to adapt.
“My kids need to understand that just because they see a video doesn’t mean it actually happened,” he said. “We all have to learn to question sources, context, and intent.”
AI’s Impact on the Creator Economy
Mosseri compared the rise of AI in content creation to the way the internet democratized publishing. The web made it possible for anyone to distribute content at virtually no cost, while AI tools now make it possible to produce that content just as easily.
He noted that creators are already using AI in “hybrid” ways — for example, to improve lighting, filters, or color correction — rather than fully automating production. Over time, the boundary between AI-generated and organic content will blur even further.
“It’s not going to be black and white — real or synthetic,” Mosseri explained. “There will be a lot more in the middle.”
Meta’s Role in Identifying AI Content
The Instagram chief also admitted that Meta’s initial attempts to automatically label AI content haven’t worked perfectly, as they sometimes misclassified real videos as synthetic. He said the company is rethinking its approach, focusing on providing context and transparency instead of just labels.
Mosseri hinted that features like Meta’s Community Notes, modeled after X’s fact-checking system, could help users identify manipulated or AI-generated content through crowdsourced verification.
Society’s Responsibility to Adapt
While many expect platforms to handle AI labeling, Mosseri emphasized that the broader challenge lies with society itself. As synthetic media becomes more realistic, critical thinking and media literacy will become essential skills.
“When I was growing up, a video meant it actually happened,” Mosseri said. “Now, we all have to think more deeply about who’s sharing something and why.”
Looking Beyond AI: Instagram’s Future
Beyond the AI debate, Mosseri discussed Instagram’s upcoming projects, including a dedicated TV app, stronger focus on Reels and DMs, and how TikTok’s U.S. ownership changes could influence competition.
He praised competition as healthy, saying TikTok’s success pushed Instagram to innovate faster.
“It’s the same app, the same ranking system, the same creators,” Mosseri said of TikTok’s U.S. version. “The core incentives haven’t changed.”