Key Points
• Instagram is discontinuing its Spark AR filters and will remove them from the app on January 14, 2025.
• In their place, Instagram will introduce "Movie Gen", a feature that uses AI to generate realistic filters for videos.
• Users can edit their videos with simple text prompts, changing almost any aspect of the content.
As reported earlier, Meta has confirmed that Instagram’s AR filters, called Spark, will be discontinued in January 2025. The company didn’t provide much information at the time, except to say that it would focus on other products. Now, we know what’s next: realistic AI-based filters for Instagram videos.
Movie Gen: The AI-Powered Filter
Instagram CEO Adam Mosseri recently shared a video teaser for the new feature, called "Movie Gen". This AI-based filter allows users to apply realistic changes to their Instagram videos with a simple text prompt. In the video, Mosseri demonstrates how users can change outfits, backgrounds, and accessories with the feature.
Mosseri stated that Movie Gen is "our early AI research model that will let you change nearly any aspect of your videos with a simple text prompt." Although there is no official release date yet, the CEO promised that Meta plans to launch the feature on Instagram sometime next year.
Controversy and Concerns
The feature has already raised concerns among users. Some are worried that AI-generated content could be used to deceive people with fake videos. Currently, Instagram shows a label for AI-generated content, but it’s easy to bypass it. Many users have commented on the feature, saying that "no one wants this" and asking for an option to opt out of seeing AI-generated content on their timeline.
This controversy is reminiscent of the recent launch of OpenAI’s Sora, a tool that can generate entire videos with AI. Like Movie Gen, Sora has raised concerns about its potential for misuse.
AR Filter Discontinuation
As a reminder, Instagram’s Spark AR filters will be removed from the app on January 14, 2025. Users can find more information on the Meta website.
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