Instagram has launched an AI tool for creating filters

Instagram has introduced Effect Builder, a tool for generating custom filters using text prompts. The feature allows users to create visual effects for Stories by describing the desired result to a chatbot.

Currently, access to the tool is open to users in the US over the age of 18. The interface includes a dedicated prompt input field where users can set filter parameters and attach style references for more accurate visual generation.

The new functionality is part of the expansion of the content editing ecosystem that the company has been actively developing recently. Earlier last week, the desktop application Edits for macOS was launched, aimed at professional media file editing.

Integrating generative AI directly into the filter creation process simplifies AR content production for casual users, eliminating the need for complex graphic editors. Now, creating unique visual effects requires only a text description, which significantly lowers the barrier to entry for content creators on the social network.