Instagram chief Adam Mosseri teased a new generation of AI video capabilities on Thursday. Does this represent the beginning of AI capabilities integrated into more advanced platforms for creators and brands?
Instagram is preparing to roll out a generative AI editing tool in the new year that will let creators change the look of their videos using simple text prompts.
Powered by Meta’s generative AI model Movie Gen, announced in October, the new feature lets users replace backgrounds, add realistic-looking accessories and objects to their videos, and seamlessly edit nearly every aspect of their clips. It is designed to simplify video editing by allowing you to make changes. You can also animate the creator’s face.
In a video shared Thursday, Instagram head Adam Mosseri previewed the tool and demonstrated some of the backgrounds and looks it generates on the fly. In one clip, Mosseri transforms into a doll, and in another she wears a sleek leather jacket.
“So many of you are creating the amazing content that makes Instagram what it is, and we want to give you even more tools to bring your ideas to life,” Mosseri said in the clip. It is stated in “And you should be able to do anything you want with the video. You should be able to change your outfit, change the environment you’re sitting in, add chains, anything you can think of.”
Reactions from users have been mixed, as evidenced by the comments on Mosseri’s post.
“With great power comes great responsibility. But this looks like a lot of fun,” wrote the animator, who goes by the Instagram handle @jtmadness and has more than 225,000 followers.
Other users openly expressed their disapproval. @secondnaturedesignsmv, a landscape design creator with around 77,000 followers, says: Are you allowing us to dilute authenticity and use illusions to create a false reality? This is wrong on many levels. ”
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The Movie Gen model was announced this fall, and Mehta touted the technology’s ability to depict realistic human movement with AI-generated content.
Today’s announcement comes just one week after OpenAI announced the public debut of its long-awaited video generation platform Sora. The launch came with much fanfare, and OpenAI was forced to limit sign-ups due to a surge in demand.
But unlike rivals like OpenAI’s Sora and Adobe’s Firefly, Meta’s approach appears to be focused on integrating AI directly into its social platforms, where the technology can reach millions of creators. It can be easily reached. That’s potentially a powerful differentiator.
Of course, questions remain about how well tools like Movie Gen and Sora will perform once they become widely available. While Mosseri’s teaser clip looks sleek, early previews of rival models sometimes fall short of expectations in real-world use. A common problem is accurately depicting human limbs and fingers.
For Instagram’s massive user base of 2 billion monthly active users, the arrival of AI-powered video editing could represent a major leap forward in creative possibilities, perhaps ushering in a new frontier in content creation. There is a gender. Brands may also be keenly eyeing future features.
“We will definitely see creators taking advantage of this to create more cinematic and personalized content, and once brands have access to it, they will be able to change the way they consume user-generated content. This will be a great opportunity to reintroduce ourselves,” said Digital founder and CEO Hilary Applegate. Headquarters of a digital marketing agency.
For brands, she predicts Movie Gen will “enable more interactive campaigns and contests, allowing brands to involve customers in the creative process.” Additionally, she highlights more immersive product demos and virtual try-on opportunities that establish new ways for brands to showcase their products and enhance the customer experience.
Lance Walder, head of strategy at digital advertising firm PadSquad, said Movie Gen is “definitely interesting” and excited about its potential to “strengthen brand equity beyond just topical content.” I am. Can we make the visuals more dynamic or intelligently replace unnecessary backgrounds in a way that increases production value?”
Nevertheless, Walder wonders how truly innovative this feature will prove to be. At this stage, he says, “this feels like the next evolution of filters. It’s exciting, but probably not groundbreaking.”
To win over creators and brands, he suggested, Instagram could go further and “develop AI that can address other pain points in content creation.” “Many creators still rely on third-party apps like CapCut for the editing functionality they need.” Being native to the platform. ”
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But perhaps Meta’s goal isn’t to get creators and brands attached to these Movie Gen Instagram features, but rather to use these basic tools as a starting point for developing more advanced features. That’s it.
At least, that’s Yasin Manraj’s view. Mr. Manraj is the CEO of technology automation company Pvotal Technologies. “The end goal is not to make this a useful tool, but to limit the time users spend on other AI-enhanced tools, collect data about what users are doing and ”, he says.
Manraj suspects that the other purpose for launching Movie Gen is more overtly commercial. It’s about developing generative AI product placement and more natural brand messaging that appeals to consumers who aren’t interested in explicit advertising.
Meta has not yet confirmed the exact launch date of the new AI feature.
