Meta rolls out AI-generated comments on Instagram

Meta has reportedly introduced yet another AI-generated feature on one of its platforms. An X user (@jonah_manzano) based in Australia shared screenshots of a new feature that allows Instagram users to write comments with the help of artificial intelligence.

The "Write with Meta AI" tool, seen as a pencil icon next to the text bar under a post, can also analyse photos, including facial features, to help generate comments. 

In a video posted by Manzano, Meta AI will analyse the photo and generate three suggestions for the user to comment. In the example given, the post shows a man smiling with a thumbs-up in his living room. After clicking the new feature, Meta AI suggests that the user comment "cute living room setup", "love the cosy atmosphere", or "great photo shoot location".

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Checks done by MARKETING-INTERACTIVE showed that the feature is yet to be rolled out in Singapore. MARKETING-INTERACTIVE has reached out to Meta for more information. 

This isn't the first AI feature Meta has rolled out this year. In January, the tech giant introduced an initiative involving AI-generated accounts on Facebook and Instagram. One of profiles that caught the attention of social media users was an account for a character named "Liv". "Liv", who goes by the account handle @himamaliv, identified as a "proud black queer momma of 2" on a verified Instagram profile.

In a photo seen by MARKETING-INTERACTIVE posted on X by Huffington Post deputy editor Philip Lewis at the time, Liv called herself a "truth-teller" and "your realest source for life's up and downs". Her account pinned a portrait of her with the text "Hello, I'm Liv, an AI managed by Meta" and AI-generated pictures of a young girl in a ballet costume and a scene at an ice-skating rink. 

After the release of its AI accounts, Meta saw its sentiments dip, with some believing that the company's decision to introduce these accounts was primarily aimed at increasing profits by driving user engagement, according to Truescope at the time. Similarly, analysis by media intelligence firm CARMA found that netizens also expressed concern about the AI-generated profiles potentially deceiving advertisers and users about genuine engagement.

Photo courtesy of Jonah Manzano. 

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