Breaking

Instagram Head Floats AI-Only Feed He Calls 'AI Town'

July 10, 2026 at 15:44 EDT

Media Generation
Sales & Business

Instagram head Adam Mosseri has suggested creating a dedicated feed he calls "just AI town" for users who enjoy AI-generated content. Speaking on Lenny Rachitsky's podcast, he made clear the platform will rely on labeling and personalization rather than removing AI content outright.

Instagram · Platform Strategy

Instagram's Answer to AI Content: Label It, Don't Ban It — and Build "Just AI Town"

Instagram head Adam Mosseri says the platform won't filter AI content out entirely. Instead, it will lean on labeling and personalization — including a proposed dedicated feed for users who love AI-generated posts.

3B+

Monthly active users on Instagram facing rising AI content

Label

not remove — the core stance on AI-generated content

new proposed feed: "just AI town" for AI fans

The approach: choose, don't force

Detect & Label

Tell users what is AI-generated

→

Personalize

Extend feeds like Following & Favorites

→

"Just AI Town"

An all-AI feed for those who want it

The detection challenge

Judging what's AI-generated may get harder as models improve.

"Is this AI?" query

Let users ask directly about a post

Cryptographic signatures

Fingerprint camera-captured "real media"

Seen as pragmatic

A choose-your-own middle path that avoids the binary of full removal versus total neglect. Mosseri argues synthetic content may be a "tailwind" that lifts the value of authentic human creators.

Concerns remain

Users have long asked to filter out low-quality "AI slop." A Muse Spark feature that tags others into AI images raises misuse worries. No timing or spec for "AI town" has been announced.

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