New Instagram AI creates filters for Stories using simple commands

The interface is similar to other artificial intelligence resources: just type the desired effect in the prompt box, check the result and then export the filter for use on the social network. The creation still goes through a security review of the platform before reaching other people.

Meta highlights the possibility of creating new light effects for photos and more fun filters, such as an invoice effect with the person’s pixelated photo. For now, Effect Builder is only available in the United States.

The feature marks the return of filters created by the community on Instagram — although, this time, they occur with different terms. The social network removed the effects created by third parties in the application at the beginning of 2025 and left only a few solutions approved by the app itself.

At the time, filters required a certain amount of design knowledge and were sent by the Meta Spark tool, used to create visual assets in augmented reality. Now, the company increases the range of tools with generative AI and returns with a function loved by the community.

Some Instagram profiles have already received a warning about the Meta Account: understand what’s new on the company’s social networks.

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