Instagram CEO Adam Mosseri has signaled a major shift in how content will be valued on the platform, declaring the era of highly polished, curated posts effectively over. With AI-generated content becoming widespread, carefully staged visuals no longer hold the same appeal. Instead, Mosseri says, authenticity and originality are emerging as the most important qualities for creators.
In an end-of-year message shared on Instagram and Threads, Mosseri reflected on the challenges and opportunities posed by AI. “Flattering imagery is cheap to produce and boring to consume,” he noted, highlighting how users now often share raw, unpolished moments privately rather than posting them publicly. This trend is giving rise to a “raw aesthetic,” where candid, imperfect content feels more human and engaging.
Mosseri warned that AI’s ability to replicate creator styles at scale makes originality a crucial differentiator. Creators who focus on personal stories, real-life experiences, and their unique voice will be better positioned to connect with audiences than those chasing perfection.
AI also complicates trust on social media. Mosseri acknowledged that distinguishing real content from AI-generated media will grow increasingly difficult. He suggested exploring new ways to verify genuine human-created content, including marking photos at capture or enhancing ranking systems to reward originality.
For creators, the message is clear: the future of social media will favor genuine, relatable, human content over flawless visuals. Success in 2026 and beyond will depend less on aesthetic perfection and more on storytelling, honesty, and the ability to connect authentically with audiences in an AI-driven world.