Instagram working on AI features and ‘made with AI’ labels

A stack of intriguing AI-powered features are coming to Instagram according to leaked screenshots
Instagram logo on top of an AI generated image
ES composite
Andrew Williams1 August 2023

Meta is to bring a stack of AI features of Instagram, including a label that lets others know when a post has been made entirely using such software, according to recent leaks.

Notable tech leaker Alessandro Paluzzi has posted a series of screenshots of what appears to be an in-development version of Instagram, detailing a whole series of features not yet available to the general public.

The most eye-catching of these relate to this year’s hot tech topic, AI.

Paluzzi says Instagram is “working on an AI tool for the Story editor to remove unwanted objects from photos,” called AI Brush.

This is a natural continuation of Instagram’s current editing tools, which effectively co-opt what you might otherwise do in a dedicated photo-editing app for phones.

The AI Restyle is more ambitious. A screenshot explains that it lets you “reimagine this image by applying any visual style you can describe”.

This sounds much closer to the experience of using a text-to-image AI generator tool, except with an actual photo as the source for the final image.

The images also show a draft of what you’ll see when you dig a little further into a post generated using Instagram’s AI tools. Such posts will be labelled “image generated by AI” and “the creator or Meta said that this content was created or edited with AI”.

There is no suggestion Instagram will employ advanced techniques to identify images modified using forms of AI here, though; just when it has been altered as part of the in-app editing and posting process.

How AI will be used in Instagram

AI is also likely used in a couple of other upcoming features. Message Summary will do just as the name describes, offering a shorter-form take on direct messages. But exactly how long are the DMs people receive these days?

The screenshots also depict a feature that makes the app auto-translate entire accounts by default, handy for interesting posters in Europe and beyond.

We have approached both Meta and Paluzzi for further comment but are yet to hear back.

These proposed features, alongside reports of character-themed chatbots for Meta’s latest social Threads, say a lot about the direction of social media’s true giant company, Meta.

We’re likely to see more of these AI and machine-learning additions in Meta’s products, accompanied by at least barebones protections to fend off criticism.

What is Meta’s ChatGPT?

Meta announced its LLaMa 2 large language model (LLM) in mid-July as an open-source project, meaning it’s free to use for commercial and hobbyist reasons.

It’s a play to claw back some influence from OpenAI, whose GPT LLM powers ChatGPT and Microsoft’s Bing AI chatbot.

This is not the only “open” Meta project we have reported on in the past week either. Meta is also one of the central players in the Overture Maps Foundation, a partnership between Meta, Amazon, Microsoft, and TomTom to wrest some power away from Google Maps.

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