Instagram is starting to let some creators make AI versions of themselves

The Instagram camera icon on a pink, blue, and black background
Illustration: Alex Castro / The Verge

Instagram’s new “AI Studio” will let creators make AI chatbot versions of themselves, and Meta is starting to roll it out as an “early test” in the US, CEO Mark Zuckerberg announced on his broadcast channel on Thursday.

As part of the test, “you might start seeing AIs from your favorite creators and interest-based AIs in the coming weeks on Instagram,” according to Zuckerberg. “These will primarily show up in messaging for now, and will be clearly labeled as AI.”

Zuckerberg shared a few videos of conversations with creator-made AI chatbots as examples. From a creator’s Instagram, you can tap a “Message” button to kick off a conversation. A notice at the top says that the messages are generated by AI and “some may be inaccurate or...

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