Instagram grapples with the fallout of AI-generated content

The platform’s current challenges extend far beyond the high-profile deepfakes of celebrities. Creators are increasingly seeing their work cannibalized by automated accounts that scrape and repackage content to garner millions of views. While Instagram acknowledges the severity of this digital plagiarism, the company remains in a reactive state, attempting to determine how to protect creators without stifling the broader use of generative tools.

Mosseri’s comments underscore a fundamental friction between platform growth and content integrity. Because much of the misused material, such as written jokes or stylistic video techniques, falls into a legal gray area regarding copyright, enforcement is difficult. Instagram is currently searching for a technical or policy framework to address this, though a clear solution for non-copyrighted creative work has yet to emerge.