Meta-owned Instagram is reportedly developing a new AI-powered feature that could allow users to create images and videos using their own likeness. According to a tipster, the platform is testing a face swap-style tool that appears similar in concept to OpenAI’s Sora app, though its final implementation may differ.
In a post on X (formerly known as Twitter), tipster Alessandro Paluzzi said, “#Instagram is working on an #AI-powered face swap feature.” He also shared screenshots of the upcoming tool. While the tipster described it as a face swap feature, the screenshots label it as “Create my likeness.”
Based on the shared images, users may automatically have access to their likeness within the app. It is not yet clear whether Instagram will generate this data from existing posts and Highlights or require users to upload a selfie to enable the feature. Once activated, users could reportedly enter prompts to generate AI-created images and videos featuring their likeness. There is no confirmation yet on whether this content can be shared via DMs, Stories, or the main feed.
A notable detail from another screenshot shared by the tipster is the option to use another person’s likeness for AI content generation. However, this would require explicit permission. The feature reportedly includes an invite option, which may send a DM or notification to the other user. The request must be accepted before their likeness can be used.
This permission-based system appears to be designed to prevent misuse or unauthorised use of a person’s identity. In comparison, OpenAI’s Sora allows users to block certain actions and words so that no one can generate restricted content, even if they have access to their likeness. It remains unclear how Instagram plans to manage similar safeguards.
The company has not officially confirmed the development. As a result, users are advised to treat this information cautiously until Instagram makes a formal announcement.
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