Instagram Co-Founder Kevin Systrom Says AI Chatbots Chase Engagement Over Usefulness

Instagram co-founder Kevin Systrom says AI companies are falling into the same trap as social media platforms by prioritising user engagement metrics over meaningful utility.

Speaking at StartupGrind, Systrom criticised AI tools that bombard users with follow-up questions to prolong interactions, calling it a “force that’s hurting us.”

He likened these tactics to the growth-at-all-costs mentality of consumer tech firms. “Every time I ask a question, at the end it asks another little question,” he said, arguing that the real focus should be on delivering quality answers, not maximising metrics like daily active users.

Systrom’s comments follow mounting criticism that popular AI tools, like ChatGPT, are overly friendly and evasive. OpenAI recently acknowledged the issue, attributing it to short-term user feedback.

Systrom didn’t name specific companies but warned the trend reflects a broader industry shift away from usefulness toward engagement vanity metrics.