In August, we shared news that Meta will phase out Spark, the AR filters on Instagram, by January 2025. The company provided limited information at that time, stating its intention to focus on other products. Now, we have insights into what’s next: advanced AI-driven filters.
Instagram to enable users to modify their videos using AI-generated elements
This week, Instagram CEO Adam Mosseri released a video previewing the upcoming AI-powered filters named “Movie Gen.” This feature will allow users to apply realistic filters to their Instagram videos. Mosseri explained that Movie Gen can modify “almost any aspect of your videos” using just a “simple text prompt.” In the video, he demonstrated changing outfits, backgrounds, and accessories—each effect generated by AI.
“I’m really enthusiastic about Movie Gen, our preliminary AI research model that lets you alter nearly any element of your videos with a simple text prompt,” Mosseri mentioned in an Instagram post. While he did not specify an exact launch date for Movie Gen, he indicated that Meta aims to introduce this feature on Instagram sometime next year.
However, many users voiced concerns in the comment section regarding the potential misuse of this feature for creating deceptive content. Though Instagram currently labels AI-generated material (such as images modified by Apple’s Clean Up tool), it is relatively simple to bypass these labels. Some users expressed that “nobody wants this” and requested an option to avoid seeing AI-generated material in their feeds.
This month, OpenAI also introduced Sora, a tool capable of generating complete videos using AI. This feature also raises controversy as it enables users to create realistic videos of events that never took place.
Regarding Instagram’s AR filters, they are set to be removed from the platform on January 14, 2025. Additional information is available on the Meta website.
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