Meta is testing a new feature on Instagram that uses artificial intelligence to generate suggested comments for users, signaling another step in the tech giant’s increasing integration of AI across its social platforms. The development, which was first spotted by social media feature researcher Jonah Manzano, is currently being trialed with a limited group of users.
According to Manzano, the test feature appears as a pencil icon next to the comment bar beneath Instagram posts. When tapped, users are prompted with a “Write with Meta AI” option, which analyzes the content of the photo and provides three AI-generated comment suggestions. For example, a photo of someone smiling and giving a thumbs-up in a cozy setting might prompt suggestions such as “Cute living room setup,” “Love the cozy atmosphere,” or “Great photo shoot location.” Users can refresh the list to receive alternative options.
A Meta spokesperson confirmed to TechCrunch that the company is indeed testing the AI comment feature. “We regularly test more features for you to use Meta AI across our apps,” the spokesperson stated in an email. “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.”
The spokesperson declined to share how many users currently have access to the feature or when it might be more broadly released. This is not Meta’s first experiment with AI-assisted engagement. In 2023, the company tested AI-generated comment summaries on Facebook, and it has previously introduced AI-powered characters across its platforms—though those were met with skepticism and eventually discontinued.
The Instagram test comes at a time when users are increasingly wary of artificial intelligence replacing or diluting genuine interaction on social media. Instagram, once celebrated for its focus on authentic photo sharing and personal storytelling, has in recent years faced criticism for becoming more algorithm-driven and commercially oriented. Many users view the potential arrival of AI-generated comments as a further step away from personal connection and into a more artificial, less meaningful form of communication.
Critics argue that while AI-generated suggestions may be helpful for users unsure of what to say or looking for quick responses, they could also reduce the sincerity of user interactions. “The beauty of Instagram was always in the personal touch,” said one user on social media platform X. “If I wanted a bot to tell my friends their living room was cute, I’d just send them a text message from ChatGPT.”
Despite such criticisms, there are potential advantages to the feature. Influencers, brands, and users managing high-volume accounts could benefit from more efficient comment generation. For these users, the feature could streamline community engagement and reduce the time spent on composing responses, especially in business or content-heavy environments.
Industry analysts note that Meta’s move reflects a broader trend among tech companies integrating AI tools into daily user experiences. With rivals like OpenAI, Google, and Microsoft embedding AI into everything from search engines to productivity suites, Meta is under pressure to do the same across its suite of apps, including Instagram, Facebook, and WhatsApp.
However, questions remain about how transparent Meta will be with the implementation. It is not yet clear whether AI-generated comments will be labeled as such, or whether users will be able to identify them as non-human. That ambiguity could raise ethical concerns around trust and manipulation in digital communication.
Digital rights experts also point to the potential for user discomfort. “When every aspect of social media interaction is touched by AI, from feed recommendations to generated content, we start to lose the thread of what’s human and what’s not,” said a researcher at a digital policy think tank. “This kind of automation risks turning our digital lives into performance scripts written by machines.”
Meta’s AI roadmap has not been without controversy. The company previously tested AI-generated characters with custom names and personalities, which were later shelved following negative user feedback. That experience could serve as a cautionary tale as the company moves forward with this latest experiment.
There’s also the larger cultural shift at play. Instagram’s user base has long expressed a desire to return to more organic and unfiltered content. The platform has already faced criticism for prioritizing algorithmic discovery, recommended content, and influencer marketing over genuine social interaction. The introduction of AI-generated comments may deepen that divide, especially among users who view Instagram as a space for real connection rather than machine-enhanced engagement.
At this stage, the AI comment tool remains a test feature with no confirmed launch timeline. Meta may decide to expand, tweak, or quietly shelve it based on user feedback. As the company continues to expand AI integration into all corners of its digital universe, the line between helpful innovation and intrusive automation becomes ever more delicate.
Whether users will embrace AI-assisted commenting or reject it as another layer of artificiality in their online experience remains to be seen. For now, Meta appears to be gauging public reaction carefully, knowing that its next move could further define the future of interaction on one of the world’s most widely used platforms.