The quick version:
Instagram is rolling out “Instagram AIs,” letting you chat with AI characters made by other users or create your own.
Building one runs through a simple 6-step process inside your inbox.
It is part of Meta's wider push to put AI creation tools directly in the app.
What launched
Instagram has started rolling out Instagram AIs, a feature that lets you chat with AI personas built by other users, or make your own from scratch. You reach it from your inbox by tapping the smiley icon in the top-right corner, where a preview of the most popular AIs appears and you can start chatting right away.
https://www.youtube.com/watch?v=Ye4C8u3Wx5g
Building your own
Creating one takes six steps: write a short description of its purpose, choose its character traits, customize its appearance (Instagram auto-generates a profile picture, or you upload your own), give it a name, write a one or two sentence introduction, then tap to start chatting. The whole thing is designed to take minutes, not technical skill.
Why it matters
This is Meta moving AI from a background tool to a front-and-center social feature, and it sits alongside its broader bet, hundreds of billions of dollars committed to AI. For marketers, an in-app AI people actually talk to is a new surface to watch.
For creators, it is one more sign that Meta wants AI woven through the whole experience. Plenty of users on X are already sharing the AIs they have built, so it is worth testing before it is everywhere.
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