Progress towards reliable deepfake labelling tech is sluggish, despite all the “help” from AI providers. | Image: Cath Virginia / The Verge, Getty Images

As 2025 drew to a close, Instagram head Adam Mosseri ended the year by doom-posting about AI. "Authenticity is becoming infinitely reproducible," Mosseri lamented. "Everything that made creators matter - the ability to be real, to connect, to have a voice that couldn't be faked - is now accessible to anyone with the right tools." But people, Mosseri insisted, still wanted "content that feels real." His proposed solution was finding a way to label real media. "Camera manufacturers will cryptographically sign images at capture, creating a c...