Some Meta users have noticed a new feature in the comment section on Instagram, with a ‘pencil and a star’ for new AI-generated comment suggestions. This new feature is one of many trials that Meta is experimenting with across their platforms. The update has been met with concerns over the increased de-personalisation of social media, but with platforms like LinkedIn and Gmail already having these features, it was only a matter of time before Meta jumped on the idea.
We spoke to Rachael Balmforth, Senior Social and Influencer Manager at AO, about her opinion on Instagram’s latest experimentation with AI comments:
Expert opinion
Rachael Balmforth, Senior Social & Influencer Manager at AO
"AI-generated comments on Instagram isn’t a suprise after LinkedIn’s success, but authenticity on the platform needs to remain a priority. While it could boost engagement and help creators stay active with their followers, there’s a fine line between helpful automation and inauthentic interactions. If users can’t tell what’s real, trust erodes. Plus, generic AI replies risk making conversations feel robotic and turning users away. Transparency and quality control will make or break this experiment. If done right, it could be a game-changer, if not, it’s just more AI noise."
