Instagram rolls out AI-powered custom filter creation tool

Instagram has launched a new tool called Effect Builder, which enables users to create original Stories filters with the help of artificial intelligence. Currently accessible only to users residing in the United States who are over the age of 18, this feature aims to streamline creative processes.

The new tool allows users to type filter ideas into a prompt box and add images that can be used as style references. Users can preview the effects they create on their own photos and request design changes by giving additional prompts. Additionally, the system includes an optional AI feature that can transform the prompts written by users into more detailed style instructions.

The created filters are made accessible to other users after passing Instagram's security review. Approved effects are directly linked to the designer's profile.