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Instagram seems to be working on labels for posts 'generated by Meta AI'

Meta’s consumer-facing generative AI tools may not be far off.

NurPhoto via Getty Images

Meta’s consumer-facing generative AI tools based on its new Llama 2 model may not be far off. The company appears to be working on several new generative AI features for Instagram, including labels that allow creators to identify images “generated by Meta AI.”

That’s according to screenshots shared by reverse engineer Alessandro Paluzzi who often teases unreleased features from Meta’s apps. Paluzzi recently posted a screenshot that shows an in-app message detailing how posts created with generative AI tools may soon be labeled within Instagram. “The creator or Meta said that this content was created or edited with AI,” the message explains. Additional labels indicate it was “generated by Meta AI” and that “content created with AI is typically labeled so that it can be easily detected.”

A spokesperson for Meta declined to comment. But the screenshot suggests the company, like Google and others in the AI space, is interested in helping users discern when AI was used to create content. As generative AI tools have become more widely used, researchers and policymakers have raised concerns about how the technology could be used to aid the spread of misinformation or otherwise mislead people. Earlier this month, seven AI companies — including Meta — pledged to adopt a series of AI safety measures, like watermarks for AI-generated content.

While Meta so far hasn’t disclosed many details about its consumer-facing generative AI plans, Mark Zuckerberg has dropped several hints. “We're also building a number of new products ourselves using Llama that will work across our services,” the CEO said in a quarterly earnings call last week. “You can imagine lots of ways AI could help people connect and express themselves in our apps: creative tools that make it easier and more fun to share content, agents that act as assistants, coaches, or that can help you interact with businesses and creators, and more.”

Elsewhere, Paluzzi has spotted signs of other generative AI-powered tools for Instagram, including a “message summary” feature for summarizing long DMs, and new artistic tools for editing Stories.

Update, July 31st, 2023, 11:06 AM PT: This story has been updated to note that Meta declined to comment.