The question comes up in every group of business owners: if I use AI in my content, will Instagram show it to fewer people? Until recently, nobody had an official answer. In October 2026, the head of Instagram himself addressed it.
What was said
In an interview on the Colin and Samir podcast, reported by The Verge on October 28, 2026, Adam Mosseri talked about AI on the platform. According to reports of the interview, he said that:
- Instagram doesn't rank AI creators differently from anyone else;
- when asked whether AI content is ranked as well as content made without AI, he answered probably not;
- the platform is starting to require AI accounts to label themselves;
- public pushback against AI content is likely to keep growing.
Source: summary of the interview on explainx.ai, which cites The Verge. We didn't have access to the original audio, so the statements above are the reported version.
What this means, and what it doesn't
The key line is the "probably not". The most prudent reading is that there's no automatic penalty for using AI, but AI content tends to perform worse. The most likely reason is simple: a lot of AI content is generic, and generic content holds fewer people.
What wasn't said: that using AI to plan or write a script hurts your reach. The conversation is about what goes live, like AI-generated images, videos and profiles.
What to do on your profile
- Use AI behind the scenes. Topics, research, structure and the first draft of the script.
- Show up yourself. Film your own videos, photograph your real product.
- Review the text. Remove AI tics and add your voice.
- Keep an eye on labels. If you use AI-generated images or video, follow the platform's rules.
What we still don't know
There's no public data on how much reach changes, nor a clear definition of what the platform considers "AI content". Be wary of anyone promising exact numbers on this.
Content planned with AI and written in your voice
In Creathoria, AI works on planning and scripting, and every post comes out in your brand's voice, with a human voice reviewer. The design uses your photos and templates, with no AI-generated images.