Instagram's CEO Just Revealed the Platform's Future: What Creators Need to Know
December 25, 2025
Adam Mosseri breaks down AI content, TikTok competition, and the new algorithm transparency tool that's changing Instagram
Instagram CEO Adam Mosseri just dropped some major insights that every creator needs to hear. In a recent interview with Semafor's Mixed Signals podcast, he pulled back the curtain on how Instagram thinks about AI content, their strategy against TikTok, and a game-changing new feature that lets you see—and control—your algorithm.
Here's what you need to know and how to use it.
The AI Content Reality: It's Not What You Think
When most people hear "AI content," they picture bizarre, synthetic images with weird physics and arms bending in impossible directions. Mosseri says that's not the future of AI on Instagram.
The Real Shift? Hybrid content.
"I think there's going to be more content that is hybrid, that is AI is used to augment or enhance in some way than is purely synthetic," Mosseri explained. "I think we're kind of already there, because there's tons of ways in which AI can help creators make more content or make better content."
He's practicing what he preaches. Every post Mosseri makes is now automatically translated into Hindi, Spanish, and Portuguese with AI-generated voice and lip-syncing. "That's AI generated, but that's kind of exciting," he notes, distinguishing it from the "slop" that clutters feeds.
What this means for creators: Instagram isn't anti-AI. They're anti-low-quality. The platform is working hard to identify and rank AI-generated content, but as generative models improve, detection becomes harder. The takeaway? Use AI to enhance your content creation process—better editing, translations, captions—but don't rely on it to generate soulless, generic posts.
Instagram vs. TikTok: The Real Competitive Landscape
Mosseri was surprisingly candid about TikTok. His assessment? Their rate of progress has slowed.
"I think in part of that was the distraction with all of the regulatory and policy concerns," he said. "So I don't think they have been making progress as quickly as they have in previous years, which gives us a chance to catch up."
But here's where it gets interesting: Mosseri believes TikTok is becoming a "Chinese super app"—think WeChat-style everything-in-one-place functionality. The problem? "Super apps, which are very popular in China, are not popular in the same way outside of China."
On monetization, Instagram is crushing it. While TikTok's global revenue is strong, Mosseri claims Instagram is "pretty far ahead" on profits.
What this means for creators: Instagram is doubling down on creator monetization. If you're building a business (not just an audience), Instagram's infrastructure—from shopping to subscriptions to ads—is more mature. And with tools like Stampede Social converting DM engagement into trackable sales, you can actually measure ROI instead of just counting views.
Your Algorithm: Finally, Transparency and Control
This is the big one. As of this week, Instagram rolled out "Your Algorithm" in the US—a feature that shows you exactly what Instagram thinks you're interested in, based on your Reels activity.
Here's how it works:
- Tap the icon in the top right corner while scrolling Reels
- See the topics Instagram thinks you care about
- Add topics you want more of
- Remove topics you never want to see again
- Share a snapshot of your algorithm to Stories
The feature is expanding to Search and Explore tabs, with the Home feed coming eventually.
What this means for creators: Understanding how the algorithm sees you helps you understand how it might see your content and your audience. If you're creating content about productivity but Instagram thinks your audience cares about fitness, there's a disconnect. This tool helps you identify and fix that gap.
Plus, encouraging your followers to use this feature can help them actually find your content consistently instead of complaining that Instagram "doesn't show me posts from people I follow."
The Bottom Line
Mosseri's insights reveal Instagram's strategic direction:
- AI is a tool, not a replacement. Use it to enhance, not replace, authentic content.
- Instagram is betting on creator monetization over viral fluff. Build a business, not just a following.
- Transparency is the new retention strategy. Give users control, and they'll stay engaged.
For creators using Instagram to drive real business results, this is all good news. The platform is maturing beyond vanity metrics and viral trends toward sustainable creator businesses with trackable revenue.
And if you're wondering how to convert all that Instagram engagement into actual sales? That's where tools like Stampede Social come in—automating DM responses and turning comments into customers with attribution you can actually track.
Instagram's future is hybrid AI, better monetization, and algorithm transparency. The question is: are you ready for it?
Want to convert your Instagram engagement into trackable sales? Learn how Stampede Social automates DM responses and turns comments into customers.
Frequently Asked Questions
Is Instagram going to be flooded with AI-generated content?
Not in the way you might think. According to Mosseri, the future is "hybrid" content where AI enhances creator work (like translations or editing) rather than fully synthetic posts. Instagram is working to identify and properly rank AI content, prioritizing quality over "slop."
Can Instagram really beat TikTok?
Mosseri believes TikTok's regulatory challenges have slowed their progress, and he notes that Instagram monetizes significantly better, especially on profits. He also questions whether TikTok's "super app" strategy (modeled on Chinese apps) will succeed outside China. The competition is far from over, but Instagram sees an opening.
How do I use the new "Your Algorithm" feature?
While scrolling through Reels, tap the icon in the top right corner. You'll see topics Instagram thinks you're interested in. You can add new topics, remove ones you don't want, and those changes will affect what you see going forward. You can also share a snapshot of your algorithm to Stories. The feature is currently US-only but expanding soon.
Should creators use AI tools for content creation?
Yes—but strategically. Use AI to enhance your workflow (editing, translations, captions, thumbnails) rather than generate generic content. Instagram rewards authentic, valuable content whether it uses AI or not. The key is maintaining your unique voice and perspective.
How does Instagram's algorithm transparency affect my content strategy?
The new transparency tool helps you understand what Instagram thinks your audience cares about. If there's a mismatch between what you're posting and what your followers' algorithms are tuned for, you can adjust your content strategy or help your audience adjust their algorithm preferences to see more of your content.
