Instagram Will Replace AR Filters With Controversial AI-Generated Videos

As reported in August, Meta confirmed that it would be discontinuing Spark, Instagram's AR filter, in January 2025. At the time, the company didn't offer many details except to say it would prioritize its efforts on other products. Now, we know what's coming next: Realistic AI-powered filters.

Instagram Lets Users Edit Videos with AI-Generated Content

This week, Instagram CEO Adam Mosseri shared a video introducing a new AI-powered filter. Called 'Movie Gen,' the feature will let users apply realistic filters to Instagram videos. According to the CEO, Movie Gen can change 'nearly every aspect of your video' with just a ' simple text prompt .' In the video, Mosseri also shows himself in a variety of outfits, backgrounds, and accessories — all generated by AI.

 

'I'm incredibly excited about Movie Gen, our early AI research model that lets you change nearly every aspect of your video with a simple text prompt ,' Mosseri said in an Instagram post. While he didn't give an exact date for Movie Gen's launch, the CEO said Meta wants to bring the feature to Instagram sometime next year.

In the comments, many users expressed concern about the feature, saying it could be used to trick people with fake content. Instagram currently displays labels for AI-generated content (like photos edited with Apple's Clean Up feature), but it's easy to miss. Some said "no one wants this" and asked for an option to not show AI-generated content on their timelines.

Earlier this month, OpenAI launched Sora, a tool that generates entire videos using AI. Some have also found the feature controversial because it allows people to easily create realistic videos of situations that have never happened.

As for Instagram's AR filters, they will be removed from the app on January 14, 2025. You can find more details on the Meta website.