AI Usage at a Glance
Timeline
Nov 28, 2018
ProductivityPractice documented: Instagram automatically generates written descriptions of photos — called alternative text — so that screen reader apps used by blind or low-vision users can describe what is in an image out loud. This feature launched on Instagram specifically in November 2018.
Practice DocumentedView practice →Aug 19, 2020
RecommendationPractice documented: Once a user has seen all posts from accounts they follow, Instagram's AI automatically begins showing posts from accounts they have never interacted with. Called "Suggested Posts," this feature launched on Instagram in August 2020 and has since become a major part of the Instagram experience.
Practice DocumentedView practice →May 4, 2021
OtherPractice documented: Instagram automatically transcribes spoken words in Stories and Reels into on-screen text captions using AI speech recognition. Users add a "Captions" sticker to any video with speech and the text appears automatically. This feature launched on Instagram Stories in May 2021.
Practice DocumentedView practice →Jun 23, 2022
OtherPractice documented: When Instagram users try to change their stated age from under 18 to 18 or older, they may be asked to complete an AI-powered face scan to estimate their age. Separately, Meta uses a background AI system that monitors Instagram account behavior to detect users who may be younger than they claim. Both systems are specific to Instagram's teen safety program.
Practice DocumentedView practice →Aug 10, 2022
ProductivityPractice documented: Businesses running ads on Instagram can let Meta's AI automatically generate and test multiple versions of their ads — including images, videos, and written copy — and serve the version most likely to perform well. More than one million advertisers used these tools to create over 15 million ads per month by 2024.
Practice DocumentedView practice →May 31, 2023
RecommendationPractice documented: The main Instagram feed does not show posts in the order they were published. Instead, AI models predict which posts from accounts a user follows are most relevant to them and reorder the feed accordingly. Instagram published a detailed explanation of how this works in June 2023.
Practice DocumentedView practice →Sep 27, 2023
Creative GenPractice documented: Instagram's Restyle tool lets users apply AI-generated visual styles to their photos and videos — for example turning a selfie into a watercolor painting or a film noir scene — using a text prompt or by choosing from presets. It launched in 2023 for Stories and expanded to video editing in 2025.
Practice DocumentedView practice →Sep 27, 2023
Creative GenPractice documented: Instagram's Backdrop feature works like an AI-powered green screen. Users type a description of a scene they want as a background, and AI places them in front of it while keeping the person or subject intact. It launched in September 2023.
Practice DocumentedView practice →Sep 27, 2023
ProductivityPractice documented: Instagram has an AI assistant built into its search bar and direct messages. Users can ask it questions, request images, get help drafting messages, and receive real-time information. It launched in the US in September 2023 and expanded to over a dozen countries by 2024, though the EU rollout was delayed due to privacy regulations.
Practice DocumentedView practice →Sep 27, 2023
Creative GenPractice documented: Instagram lets users type a text prompt and instantly receive a set of unique AI-generated sticker images. The feature launched in late 2023 and is available in Instagram Stories and direct messages.
Practice DocumentedView practice →Nov 15, 2023
Creative GenPractice documented: Instagram lets users take any photo they have uploaded and use AI to cut out any object from it, turning it into a personal sticker — no manual tracing required. This feature launched in November 2023.
Practice DocumentedView practice →Nov 15, 2023
Creative GenNew evidence: Instagram adds new features, including custom AI stickers, photo filters, a clip hub and more
Evidence AddedView practice →Nov 15, 2023
Creative GenNew evidence: Use AI generated stickers on Instagram
Evidence AddedView practice →Feb 6, 2024
OtherPractice documented: Instagram automatically applies a label — called "AI Info" — to photos, videos, and audio that were created or significantly modified using AI tools. The labels appear on content from Instagram's own AI features as well as from third-party tools like Adobe Firefly and Midjourney. The system launched in May 2024 and has faced criticism for inconsistent application.
Practice DocumentedView practice →Mar 27, 2024
RecommendationPractice documented: By default, Instagram's AI recommendation system does not suggest political content from accounts a user does not follow — even if they have shown interest in political topics. This setting was switched on by default for all Instagram users in February 2024, with the option to turn it off in settings.
Practice DocumentedView practice →Apr 18, 2024
ProductivityNew evidence: Meet Your New Assistant: Meta AI, Built With Llama 3
Evidence AddedView practice →May 7, 2024
ProductivityNew evidence: Introducing Enhanced Gen AI Features and Other Tools to Help Build Your Business
Evidence AddedView practice →Jul 29, 2024
ProductivityPractice documented: Instagram allows creators and businesses to build an AI-powered version of themselves that automatically replies to their direct messages and Story responses on their behalf. All responses are labeled as AI-generated. A limited test began in June 2024, with a broader US rollout in July 2024.
Practice DocumentedView practice →Jul 30, 2024
ProductivityNew evidence: Meta is rolling out its AI Studio in the US for creators to build AI chatbots
Evidence AddedView practice →Sep 25, 2024
Customer SvcPractice documented: Businesses running Instagram ads can set up AI-powered assistants that automatically respond to customers who click on an ad and start a direct message conversation. The assistant can answer product questions and facilitate sales without a human representative. This began rolling out in September 2024.
Practice DocumentedView practice →Nov 4, 2024
OtherNew evidence: Instagram Plans to Use AI to Catch Teens Lying About Age
Evidence AddedView practice →Jun 12, 2025
Creative GenNew evidence: Edits Video App for Instagram Gets New ‘Restyle’ Generative AI Tool
Evidence AddedView practice →Jul 30, 2025
RecommendationPractice documented: Instagram's Explore tab uses AI to show users photos and videos from accounts they have never seen, chosen to match their interests. The system runs multiple AI models in sequence to narrow down and rank content from across the entire platform. Instagram published a technical explanation in June 2023.
Practice DocumentedView practice →Aug 28, 2025
ModerationPractice documented: Instagram uses machine learning to automatically identify posts, videos, and livestreams that may contain suicide or self-harm content and prioritizes them for human review. In February 2026, Instagram specifically added a feature alerting parents when a teenager repeatedly searches for suicide or self-harm topics.
Practice DocumentedView practice →Sep 4, 2025
RecommendationNew evidence: Instagram Feed Recommendations AI system
Evidence AddedView practice →Oct 30, 2025
ProductivityNew evidence: PRESS RELEASE: Advocates Urge FTC to Halt Meta’s Plan to Use AI Chatbot Data for Ads
Evidence AddedView practice →Nov 11, 2025
RecommendationPractice documented: The Instagram Reels tab is powered by AI that continuously selects and ranks short videos for each user, mostly from accounts they do not follow. The system strongly favors videos people watch all the way through and share with others via direct message. Instagram published a detailed explanation in June 2023.
Practice DocumentedView practice →Dec 10, 2025
RecommendationPractice documented: Starting in December 2025, Instagram shows users a list of topics the AI believes they are interested in — such as fitness, comedy, or cooking — and lets them add or remove topics to influence which Reels they see. Users can also share their interest profile to their Stories.
Practice DocumentedView practice →Feb 26, 2026
ModerationNew evidence: As Meta battles addiction claims in court, Instagram says it will start notifying parents of kids searching for suicide or self-harm
Evidence AddedView practice →Recent activity
Instagram automatically transcribes spoken words in Stories and Reels into on-screen text captions using AI speech recognition. Users add a "Captions" sticker to any video with speech and the text appears automatically. This feature launched on Instagram Stories in May 2021.
The Captions sticker uses a speech recognition model to convert audio to text in real time. Users can edit the transcription, choose from different fonts and colors, and adjust the placement on screen. The feature improves accessibility for users who are deaf or hard of hearing, and supports sound-off viewing. IGTV automated captions launched separately on Instagram in September 2020. The Stories captions feature was initially English-only and has since expanded to additional languages.
When Instagram users try to change their stated age from under 18 to 18 or older, they may be asked to complete an AI-powered face scan to estimate their age. Separately, Meta uses a background AI system that monitors Instagram account behavior to detect users who may be younger than they claim. Both systems are specific to Instagram's teen safety program.
The facial age estimation uses technology from a company called Yoti, which analyzes a short video selfie to estimate age from facial features. The video is deleted immediately after analysis. Approximately 81% of teens who need to verify their age on Instagram choose this method over uploading a government ID. Meta's "adult classifier" — disclosed in November 2024 — proactively scans account content, follower lists, engagement patterns, and birthday mentions in comments to infer whether a user is likely under 18, automatically moving suspected minors into Teen Account restrictions. Meta has not disclosed the accuracy rate of the adult classifier.
Instagram automatically applies a label — called "AI Info" — to photos, videos, and audio that were created or significantly modified using AI tools. The labels appear on content from Instagram's own AI features as well as from third-party tools like Adobe Firefly and Midjourney. The system launched in May 2024 and has faced criticism for inconsistent application.
The detection system looks for industry-standard metadata signals — specifically C2PA content credentials and IPTC metadata — which major AI generation tools embed in files at the point of creation. Meta's own generative AI tools embed invisible digital watermarks that the system can also read. By October 2024, Instagram had over 330 million labeled pieces of content with over one trillion user label views. The label was originally called "Made with AI" but was renamed "AI Info" in July 2024 after photographers complained that real photos edited with Adobe tools were incorrectly flagged. The Meta Oversight Board found in June 2025 that the labeling was "inconsistent" and "not comprehensive enough."
All practices by category
By default, Instagram's AI recommendation system does not suggest political content from accounts a user does not follow — even if they have shown interest in political topics. This setting was switched on by default for all Instagram users in February 2024, with the option to turn it off in settings.
Starting in December 2025, Instagram shows users a list of topics the AI believes they are interested in — such as fitness, comedy, or cooking — and lets them add or remove topics to influence which Reels they see. Users can also share their interest profile to their Stories.
Instagram's Explore tab uses AI to show users photos and videos from accounts they have never seen, chosen to match their interests. The system runs multiple AI models in sequence to narrow down and rank content from across the entire platform. Instagram published a technical explanation in June 2023.
The Instagram Reels tab is powered by AI that continuously selects and ranks short videos for each user, mostly from accounts they do not follow. The system strongly favors videos people watch all the way through and share with others via direct message. Instagram published a detailed explanation in June 2023.
Once a user has seen all posts from accounts they follow, Instagram's AI automatically begins showing posts from accounts they have never interacted with. Called "Suggested Posts," this feature launched on Instagram in August 2020 and has since become a major part of the Instagram experience.
The main Instagram feed does not show posts in the order they were published. Instead, AI models predict which posts from accounts a user follows are most relevant to them and reorder the feed accordingly. Instagram published a detailed explanation of how this works in June 2023.
Instagram offers an AI writing assistant that helps users draft captions for posts, suggest replies to comments, and compose direct messages. Users can ask it to write something from scratch or rephrase what they have already typed. It became broadly available through 2024–2025.
Instagram's Backdrop feature works like an AI-powered green screen. Users type a description of a scene they want as a background, and AI places them in front of it while keeping the person or subject intact. It launched in September 2023.
Instagram's Restyle tool lets users apply AI-generated visual styles to their photos and videos — for example turning a selfie into a watercolor painting or a film noir scene — using a text prompt or by choosing from presets. It launched in 2023 for Stories and expanded to video editing in 2025.
Instagram lets users take any photo they have uploaded and use AI to cut out any object from it, turning it into a personal sticker — no manual tracing required. This feature launched in November 2023.
Instagram lets users type a text prompt and instantly receive a set of unique AI-generated sticker images. The feature launched in late 2023 and is available in Instagram Stories and direct messages.
Instagram allows creators and businesses to build an AI-powered version of themselves that automatically replies to their direct messages and Story responses on their behalf. All responses are labeled as AI-generated. A limited test began in June 2024, with a broader US rollout in July 2024.
Instagram has an AI assistant built into its search bar and direct messages. Users can ask it questions, request images, get help drafting messages, and receive real-time information. It launched in the US in September 2023 and expanded to over a dozen countries by 2024, though the EU rollout was delayed due to privacy regulations.
Instagram automatically generates written descriptions of photos — called alternative text — so that screen reader apps used by blind or low-vision users can describe what is in an image out loud. This feature launched on Instagram specifically in November 2018.
Businesses running ads on Instagram can let Meta's AI automatically generate and test multiple versions of their ads — including images, videos, and written copy — and serve the version most likely to perform well. More than one million advertisers used these tools to create over 15 million ads per month by 2024.
Instagram automatically transcribes spoken words in Stories and Reels into on-screen text captions using AI speech recognition. Users add a "Captions" sticker to any video with speech and the text appears automatically. This feature launched on Instagram Stories in May 2021.
When Instagram users try to change their stated age from under 18 to 18 or older, they may be asked to complete an AI-powered face scan to estimate their age. Separately, Meta uses a background AI system that monitors Instagram account behavior to detect users who may be younger than they claim. Both systems are specific to Instagram's teen safety program.
Instagram automatically applies a label — called "AI Info" — to photos, videos, and audio that were created or significantly modified using AI tools. The labels appear on content from Instagram's own AI features as well as from third-party tools like Adobe Firefly and Midjourney. The system launched in May 2024 and has faced criticism for inconsistent application.
Related Companies
Trace Foundation
Activision Blizzard
Walmart
Electronic Arts (EA)
Stability AI
Have evidence about Instagram's AI practices? Submit a report.
Submit a report →AI Trace is free and nonprofit. Support our work