Creative GenerationConsumer FacingVerified

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.

Details

The writing assistant is powered by Meta's Llama language models and is embedded directly into Instagram's caption composer, comment box, and DM interface. A caption suggestion feature for Stories was announced at Meta Connect in September 2024. The tool can suggest hashtags and adjust the tone of writing. Unlike Instagram's image generation features, this tool produces text only and operates within existing Instagram screens without a separate app.

Products affected

Instagram captionsInstagram StoriesInstagram DMsInstagram comments

Sources & Evidence

Company Disclosure

Company DisclosureVerified

Write with Meta AI on Instagram

Instagram Help Center

https://help.instagram.com/454257637526184/

Other practices by Instagram

OtherInstagram 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.OtherWhen 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.OtherInstagram 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.

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