"Increasingly in our world, it gets harder and harder to know what is real," Lorde said onstage.

Instagram head Adam Mosseri believes companies will eventually need to manage AI token spending the same way they manage payroll or other operating expenses, predicting that engineers could soon face limits on how much they spend using AI tools.

"Our intent was to provide a useful creative tool and to give people control over whether their public content could be referenced in this way," the company said in a blog post. "We've heard the feedback that this feature missed the mark, so it's no longer available."