Instagram Head Adam Mosseri Pushes Back On MrBeast’s AI Fears But Admits Society Will Have To Adjust
At the Bloomberg Screentime conference, Instagram head Adam Mosseri pushed back on MrBeast’s AI fears but admitted society will have to adjust as artificial intelligence reshapes the creator economy. Speaking about the future of content creation, Mosseri said AI could empower more people to become creators while acknowledging new risks for misinformation and authenticity online.
Image Credits:Bloomberg's Screentime conference
AI’s Double-Edged Impact On Creators
Mosseri explained that AI tools are lowering the barriers to entry for creativity. Just as the internet made publishing accessible to anyone, AI is now making high-quality production available to everyone.
“AI will change who can be creative,” he said, noting that people who never had the resources or skills before can now produce at scale and quality once impossible. However, he also warned that “bad actors” will inevitably use AI for nefarious purposes — from misinformation to deepfakes that could mislead audiences.
MrBeast’s Concerns: The Creator Economy At Risk
The conversation began with a question about MrBeast (Jimmy Donaldson), who recently voiced concern on Threads that AI-generated videos could threaten creators’ livelihoods. He called it “scary times” for digital creators, sparking widespread discussion about the future of originality and ownership online.
But Adam Mosseri pushed back on MrBeast’s AI fears, suggesting the technology won’t replace large-scale creators like MrBeast. Instead, it will expand opportunities for smaller creators to innovate. “Most creators won’t use AI to reproduce what MrBeast does,” Mosseri said. “They’ll use it to do more and make better content.”
The Cost Of Creativity Is Dropping To Zero
Mosseri drew parallels between AI and the early days of the internet. “The internet allowed almost anyone to become a publisher by reducing the cost of distributing content to zero,” he explained. “Generative AI is doing the same thing — reducing the cost of producing content to basically zero.”
Still, Mosseri acknowledged that this shift comes with hidden costs — including financial, environmental, and ethical implications — that society must navigate responsibly.
Blurring The Line Between Real And Synthetic Content
The Instagram head noted that social platforms are already filled with “hybrid” content, where creators use AI to enhance videos through color correction, filters, and editing tools — but not necessarily to generate fully synthetic videos.
As AI capabilities grow, Mosseri said, “The line between what’s real and what’s AI-generated will blur.” He believes the future of content won’t be divided between human and synthetic creation but will exist in a “middle ground” where both coexist seamlessly.
Meta’s Approach: Labeling AI Content And Adding Context
Mosseri acknowledged that Meta has a responsibility to help users understand what’s AI-generated — but he admitted that its current system isn’t perfect. Meta’s early attempt to automatically label AI content often misidentified real content as synthetic, which Mosseri called “a fool’s errand.”
He said the company now aims to give users more context, rather than rely solely on automated labeling. While he didn’t go into detail, this approach may align with Meta’s new Community Notes feature — a crowdsourced fact-checking tool similar to what X (formerly Twitter) uses. The goal is to let users collaboratively provide context or corrections to posts when needed.
Preparing Society For The AI Shift
Ultimately, Adam Mosseri’s comments reflect a pragmatic view: AI isn’t going away, but society must adapt to it. He believes education will be key — especially for younger generations — in learning not to trust everything they see online.
“Kids growing up today need to understand that you can’t believe something just because you saw a video of it,” he warned.
Instagram head Adam Mosseri pushes back on MrBeast’s AI fears but admits society will have to adjust — a statement that captures both optimism and realism about the AI era. While creators like MrBeast worry about the risks, Mosseri envisions a future where AI democratizes creativity, reshapes the digital economy, and forces us all to think critically about what’s real.
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