Instagram chief admits he does not know how to combat AI deepfakes

Adam Mosseri, Instagram’s chief, said the platform still does not know how to combat profiles that use AI deepfakes to reproduce creators’ content, replacing their image with avatars. According to The Independent, creators have reported the problem to the executive; one case involved a comedy performance whose audio and text were kept while its image was replaced by a female avatar. Similar profiles also reportedly use dancers’ videos to generate AI characters that repeat choreographies.

Mosseri said he was “very concerned” but ruled out a broad ban on AI-generated content. He said Meta is studying ways to direct more traffic to original authors and decide how to handle complete copies. The executive also acknowledged that copyright reports do not always resolve these cases and that the platform needs to help creators without making it easier to submit false reports.