Meta Tests AI to Generate Instagram Comments

Meta is testing a new artificial intelligence feature aimed at facilitating interactions among Instagram users by providing AI-generated comment suggestions.

ICYMI: Instagram is testing Meta AI comment on posts and Reels. https://t.co/SNwN5w5s5V

— Jonah Manzano (@jonah_manzano) March 21, 2025

The initiative is part of the company’s broader efforts to integrate AI capabilities into its platforms.

In recent years, Meta has introduced various AI-driven features across its apps, including experiments with AI-generated characters that had unique profiles and personalities.

These characters were eventually discontinued after being criticised as “creepy and unnecessary.”

Now, Meta is exploring ways to use AI to enhance user interactions, with a focus on generating comments to improve engagement on Instagram posts.

“Write with Meta AI” Feature

Social media tester Jonah Manzano discovered a new “Write with Meta AI” prompt on Instagram, which offers AI-suggested comments for posts. Users can access the feature via a pencil icon next to the text box under a post.

Instagram has just added the ability to write comments with AI. pic.twitter.com/nGK2YBKlfO

— Jonah Manzano (@jonah_manzano) March 15, 2025

Meta AI analyses photos to generate three comment suggestions.

For instance, a photo of someone smiling with a thumbs-up might prompt comments like “Cute living room setup,” “Love the cozy atmosphere,” or “Great photo shoot location.”

Users can refresh for more suggestions if the initial ones are unsatisfactory.

Meta’s Vision for AI Across Apps

A Meta spokesperson explained, “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.”

However, specific details on the availability of this feature remain unclear.

Concerns About Authenticity

Some Instagram users have expressed concerns about the feature, viewing it as inauthentic. Many prefer genuine comments from friends rather than AI-generated responses, reminiscing about a more authentic Instagram experience before the pressure to perform and curate content became prevalent.

Past Experiments with AI Comments

It is not Meta’s first attempt at incorporating AI into comments. The company previously tested AI-generated comment summaries on Facebook, though it is uncertain whether or when the current feature will be widely available.