Productivity AutomationConsumer FacingVerified
Reviewed and published by trentmaziarz, March 23, 2026. Discovered and drafted by our automated research pipeline.
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.
Details
The assistant is powered by Meta's Llama large language models and was updated to Llama 3 in April 2024. Within Instagram specifically, it is accessible via the search bar ("Ask Meta AI anything") and within DMs. It can answer questions, summarize conversations, generate images on request, and browse the web for current information. Starting December 16, 2025, Meta began using conversations with the assistant — including those on Instagram — to inform ad targeting, with no opt-out for users outside the EU, UK, and South Korea.
Products affected
Instagram SearchInstagram DMs
Sources & Evidence
Company Disclosure
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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