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Instagram launches AI Effect Builder for Stories filters

Instagram has launched Effect Builder, a tool that creates custom filters for Stories from text prompts and optional reference images. It is available now to US residents over 18, who can preview effects on their own photos and request changes through follow-up prompts.

Instagram launches AI Effect Builder for Stories filters

The tool also offers to rewrite a user’s prompt. In a test, the request “Make a filter that turns photos into comic book pages” became several paragraphs of detailed instructions covering elements such as color palette and lighting. The resulting filter, however, looked nearly identical to the one generated from the original one-line prompt.

Users can submit filters to Instagram from Effect Builder, but each effect must pass a safety review before becoming available to others. Instagram says approved effects appear in Stories for anyone to use, with a link back to the creator’s profile when someone uses the filter.

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