Instagram head Adam Mosseri downplays MrBeast’s AI concerns

Instagram head Adam Mosseri has pushed back on MrBeast’s fears about artificial intelligence (AI) threatening creators, arguing that AI will expand creativity rather than replace it.

Speaking at the Bloomberg Screentime Conference, Mosseri noted that AI will allow “people who couldn’t be creators before” to produce high-quality content at scale.

The comments came after the renowned American YouTuber, Jimmy Donaldson, commonly known as MrBeast, warned on Threads that AI-generated videos could soon endanger creators’ livelihoods, calling it “scary times” for the industry.

However, Mosseri said most creators won’t use AI to mimic massive productions like MrBeast’s but will instead leverage it to enhance storytelling and creativity.

“If you take a big step back, what the internet did was reduce the cost of distributing content to zero,” Mosseri said. 

“Now, generative AI is reducing the cost of producing content to basically zero.”

That said, he acknowledged that bad actors could misuse AI for harmful purposes, stressing the need to teach children not to trust every video they see online.

Mosseri also highlighted how AI is already part of hybrid content creation, such as in editing, filters, or visual effects.

He also admitted Meta’s early attempts to automatically label AI-generated content were flawed, sometimes tagging real videos as AI-made.

Additionally, he suggested Meta might adopt a crowdsourced context system, similar to Community Notes on X (formerly Twitter), to flag AI-created material more accurately.