
Instagram, AI, and the crisis of authenticity
What's the future of Instagram in a world of endless AI-generated content?
Sometime last year, Instagram changed its bottom menu bar to the following:

Bookended by the home button and the user profile button are now video reels, DMs, and the explore page. The create a new post button, which was formerly here in the center, was moved up to the top of the screen in a far less conspicuous place. These changes felt weird at first, but they were, of course, based on real user data. What people do on Instagram these days is watch reels and then share them with their friends. The era of posting beautiful square photos with nice filter edits died a long time ago.
But even today's world of video reels and TikTok videos is in massive flux. AI is flooding the system, and it's impossible to know what is "real" anymore. The name of the game with social media used to be authenticity. This is how individuals gained distribution control from institutions and large brands; they were more real and authentic. But today, we are in a world where AI-generated content can be entirely indistinguishable from "real" or captured content.
I have felt this change myself. As someone who has been a hobby photographer since undergrad some 20+ years ago, I have noticed myself grabbing my Fujifilm camera a lot less over the last year. Instead, I've just been using my phone and spending more time playing around with AI. And, of course, it's not just me. I see my architect and real estate friends using AI to test concepts, create presentation renderings, and more. So, where does all of this leave a platform like Instagram that was designed around individuals creating and sharing their own content?
A few days ago, Adam Mosseri, the head of Instagram, published





