Meta, the parent company of Instagram and Facebook, has been actively integrating artificial intelligence (AI) into its platforms in recent years. From AI-generated characters with distinct profiles to AI-powered search features, the tech giant has been exploring ways to leverage AI for user engagement. However, not all of these experiments have been well received—some, like AI-generated personalities, were abandoned after users found them unsettling and unnecessary. Now, Meta is testing another AI-driven feature on Instagram: AI-generated comments. This move aims to facilitate interactions by helping users compose comments on posts, but it has already sparked debate about authenticity and the role of AI in social media.
How AI-Generated Comments Work
The new feature was first spotted by social media researcher Jonah Manzano, who shared his findings on X. Users with access to the test see a “Write with Meta AI” prompt alongside a pencil icon next to the comment box under a post. Tapping this icon activates Meta AI, which analyzes the image and generates three suggested comments.
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For example, if a user posts a photo of themselves smiling with a thumbs-up in their living room, the AI might suggest comments such as:
- “Cute living room setup.”
- “Love the cozy atmosphere.”
- “Great photo shoot location.”
If users aren’t satisfied with the initial suggestions, they can refresh the feature to generate more options.
Meta’s Justification for AI Comments
A Meta spokesperson confirmed the test to TechCrunch, stating, “We regularly test more features for you to use Meta AI across our apps. Outside of DMs, you will find Meta AI there for you in areas like comments, feed, groups, and search to make your experiences more fun and useful.”
Meta has not provided details on when or if this feature will roll out widely. However, the company previously tested AI-generated comments on Facebook last year, indicating a broader interest in incorporating AI into social interactions.
User Backlash
Despite Meta’s justification, many users are skeptical about the feature. Critics argue that social media thrives on genuine human interactions, and AI-generated comments could make platforms feel more artificial and less personal.
For years, Instagram users have voiced concerns about the platform’s increasing emphasis on performance-driven engagement rather than authentic sharing. The addition of AI-generated comments could exacerbate this issue, making social media interactions feel even more robotic.
Some also worry that this feature could discourage meaningful conversation. Instead of taking a moment to craft a personal response, users may default to an AI-generated comment, further reducing the human element of online interactions.
The Bigger Picture
Meta’s push for AI-generated comments is part of a larger trend in social media. LinkedIn already uses AI-powered comment suggestions, while Gmail offers AI-generated email responses. However, Instagram’s approach differs in that its AI-generated comments are tailored to specific post content, making them appear more personal—while still being machine-generated.
Meta is also reportedly developing AI-generated bot profiles that can interact like real users across its platforms. The company’s long-term goal seems to be increasing engagement, even if it means filling social media with AI-driven interactions. The question remains: will these AI-generated interactions encourage more real engagement, or will they dilute the authenticity that social media users value?
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Meta’s test of AI-generated comments on Instagram highlights the ongoing battle between technological innovation and authenticity in social media. While AI can streamline interactions and make engagement easier, it risks making platforms feel less human. For now, the feature remains in testing, and its fate depends on user reception. If users embrace it, AI-generated comments could become a standard Instagram feature. If not, it may join the growing list of Meta’s AI experiments that failed to gain traction.