Mosseri says Instagram must do more to stop AI copies of creators.

Instagram head Adam Mosseri says the app needs stronger ways to stop people using AI to copy creators' work. He also said Instagram doesn't cut the reach of content simply because it was made with AI.

The comments followed a complaint last week from an artist who said Instagram was letting users post AI-generated pieces that copied his style. In his weekly Q&A, posted as a Story, Mosseri said ranking tries to show people what they enjoy whether or not it is AI, admitted the system sometimes gets it wrong, and said people should be told when something was made with AI. He said Instagram plans more AI labels and wants to reward creators who tag their own AI content voluntarily.

In a separate Threads post he said he was very worried about the trend and that the company was working on it. Copyright claims already exist, he pointed out, but many comedians and dancers have never registered their material, so that route doesn't help them. Any new protection also has to avoid handing bad actors another way to file false claims, which he said happens all the time.

The tension is partly of Meta's own making. The company is pushing its AI image and video tools inside its apps and has spent heavily on AI, while the same tools make cheap imitation easy. Mosseri gave no timeline, no detail on the new labels and no description of how protection for unregistered work would actually function, so for now this is a statement of intent rather than a product change.

For brands that pay Gulf creators for a recognisable look, format or routine, the risk is practical: AI copies can dilute exactly what a sponsorship buys. Until Instagram ships something concrete, contracts, monitoring and fast reporting are the protection. Brands and agencies in Saudi Arabia that use AI in their own content should label it clearly, since Instagram says that is where its policy is heading.