The primary risk Instagram faces is that, in a rapidly changing world, it may struggle to keep up. Looking ahead to 2026, one notable shift is that authenticity is becoming incredibly reproducible. What once made creators valuable—their ability to be genuine, connect with others, and have an irreplaceable voice—is now within reach of anyone equipped with the right tools. The quality of deepfakes is improving significantly, and AI can generate images and videos that are indistinguishable from real-life captures.
Power has transitioned from institutions to individuals due to the internet, where anyone with an engaging idea can find an audience. The cost of sharing information is now zero. It’s individuals—not publishers or brands—who showed that there’s a considerable demand for content created by people. Trust in institutions has plummeted, prompting us to turn to self-produced content from creators we trust and admire.
While we often grumble about “AI slop,” there’s a wealth of impressive AI-generated content. Yet, even high-quality AI content tends to have a certain polished look: overly smooth skin, slick finishes. That will change; we can expect to see more realistic AI content. The demand for creator content is increasing, driven by the notion that authenticity is becoming rare. The expectation is shifting from “Can you create?” to “Can you produce something uniquely yours?”
If you’re over 25, you likely still picture Instagram as a feed of square photos filled with perfectly styled images and breathtaking landscapes. That traditional feed is fading. People have mostly stopped sharing personal moments on their feeds. Now, the primary way to share is through DMs—showcasing blurry photos and shaky videos capturing everyday experiences, like shoe shots and unflattering candid moments.
This raw, unedited aesthetic is seeping into public content and various art forms. Camera companies seem to be misreading the situation, competing to make everyone look like a professional photographer from 2015. But in a landscape where AI can produce perfect images, that polished look actually stands out as fake. High-quality imagery is now cheap to produce and, frankly, less exciting to consume. Today, audiences crave content that feels genuine. Savvy creators embrace unrefined, unattractive images. In an age where perfection is achievable, imperfection becomes an indicator of authenticity.
Rawness has transitioned from being merely a stylistic choice to a form of proof. It serves as a defense, a way of asserting that, despite its flaws, this content is real. Soon enough, AI will imitate any aesthetic, including one that appears imperfect and authentic. When this happens, the emphasis will shift from what is being said to who is saying it.
For much of my life, I could assume that photographs or videos accurately represented real moments. Now, that assumption is no longer valid, and it will take time for us to adapt. We’re heading toward a mindset where our default assumption will shift from believing what we see to adopting a position of skepticism. We’ll need to pay closer attention to who is sharing information and their motives. This shift is likely to be uncomfortable, as our instincts push us to trust our eyes.
Platforms like Instagram will likely work on identifying AI-generated content, but as AI technology improves, this task will become more challenging. It may become more feasible to verify the authenticity of real media than to differentiate it from fake media. Camera manufacturers could cryptographically sign images upon capture, establishing a chain of custody. Labeling is only part of the solution; we need to provide much more context about the accounts sharing content so that users can make informed choices. Who is behind the account?
In a landscape filled with both infinite abundance and doubt, the creators who can foster trust and convey authenticity—by being real, transparent, and consistent—will emerge as the standouts. We need to build the best creative tools, label AI-generated content, verify genuine material, and highlight credibility indicators regarding who’s posting. Instagram will need to evolve quickly in several significant ways.
