Instagram’s Effect Builder makes new filters from AI prompts

Instagram has launched Effect Builder, a new AI-powered tool that creates custom filters for Stories posts. Available now to US residents over 18, it allows users to describe their filter idea in a prompt box, optionally attach style reference images, and preview the AI-generated effects on their own photos. Users can request changes via follow-up prompts, and Instagram’s AI can rewrite the prompt into detailed style instructions. Filters can be submitted directly from Effect Builder but must pass a safety review before being available to other users. Once approved, effects appear in Instagram Stories and link back to the creator’s profile.

(Source：The Verge)