Instagram launches AI-powered Effect Builder for custom filters

Instagram has introduced a new Effect Builder that allows users to create custom filters for Stories using artificial intelligence. This follows the company's recent expansion of its Edits app to macOS last week. The tool is currently available to residents of the United States who are aged 18 and over.

Users can input a text prompt describing their filter concept into a chatbot box and may also attach style reference images. After uploading personal photos to preview the AI-generated effects, creators can request adjustments through follow-up prompts. The system includes a feature that allows Instagram’s AI to rewrite user prompts, expanding simple requests into detailed instructions regarding lighting and colour palettes.

Once finished, filters can be submitted directly through the Effect Builder, though each must undergo a safety review before becoming public. Instagram stated that once an effect is approved, it “shows up in Instagram Stories for anyone to use, and whenever someone uses your effect we’ll link back to your profile so that it’s easy for others to find your work.”