Instagram’s CEO, Adam Mosseri, anticipates a major hurdle with AI-generated content: differentiating it from genuine media. In a recent post on Threads, Mosseri pointed out the rising demands placed on social media platforms like Instagram to aid users in distinguishing between the two. He asserts that while leading platforms may initially excel in recognizing and tagging AI content, they will face difficulties as AI grows more lifelike.

“There is already an increasing number of individuals who share my belief that it will be more feasible to fingerprint authentic media rather than counterfeit media,” Mosseri stated.

This “fingerprint” may be derived from cameras if manufacturers “cryptographically sign images at capture, establishing a chain of custody.”

“We must clearly label AI-generated content and collaborate with manufacturers to confirm authenticity at capture — fingerprinting genuine media, not merely pursuing fakes,” Mosseri further remarked.

Such labeling could help users navigate the surge of AI content online. Mosseri also noted that assessing the authenticity of creator content will affect how individuals engage with media: “We need to highlight credibility signals regarding who’s posting so that people can determine whom to trust.”