Instagram will replace AR filters with AI video editing tools

Instagram’s shift from traditional augmented reality (AR) filters to AI-generated video modifications marks a significant evolution in social media content creation technology.

The core announcement: Meta plans to replace Instagram’s current AR filters with a new AI-powered feature called “Movie Gen” that can modify videos through text prompts.

• Instagram CEO Adam Mosseri unveiled the new feature in a demonstration video, showing its ability to alter outfits, backgrounds, and accessories in real-time
• The transition will officially begin on January 14, 2025, when Meta discontinues its Spark AR filters platform
• Movie Gen will allow users to modify “nearly any aspect” of their videos using simple text commands

Technical capabilities and implementation: The new AI system represents a substantial leap forward from traditional AR filters, offering more sophisticated video manipulation possibilities.

• The technology appears similar to OpenAI’s recently launched Sora tool, which generates entire videos using artificial intelligence
• Users will be able to make comprehensive changes to their video content through text-based instructions
• Meta plans to integrate this feature into Instagram sometime in 2025, though specific timing remains unannounced

Public reaction and concerns: The announcement has sparked significant debate about potential misuse and authenticity in social media content.

• Many Instagram users have expressed skepticism about the feature, with some explicitly stating “no one wants this”
• Concerns center around the potential for creating and spreading deceptive content
• Users have requested options to filter out AI-generated content from their feeds
• While Instagram currently labels AI-generated content, users note that these safeguards can be easily circumvented

Looking ahead: Privacy and authenticity challenges: The introduction of Movie Gen raises important questions about the future of social media authenticity and content verification, particularly as AI-generated content becomes increasingly sophisticated and harder to distinguish from authentic media. Meta’s approach to addressing these concerns while rolling out the feature will likely shape public acceptance and usage patterns.