Creative GenerationConsumer FacingVerified

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.

Details

Backdrop uses Meta's Emu generative AI model to create the new background image, and Meta's Segment Anything Model to detect and preserve the foreground subject. It is available within Instagram's photo editing flow. The feature was announced alongside Restyle and the AI sticker tools at Meta Connect in September 2023.

Products affected

Instagram

Sources & Evidence

Company Disclosure

Company DisclosureVerified

Introducing New AI Experiences Across Our Family of Apps and Devices

Meta Newsroom·Sep 2023

https://about.fb.com/news/2023/09/introducing-ai-powered-assistants-characters-and-creative-tools/

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.

Have evidence about Instagram's AI practices? Submit a report.

Report a Sighting →