Meta’s new Instagram AI-generated images feature surprises users with surreal versions of themselves, sparking online debates

Instagram is testing a controversial new feature that uses Meta’s AI to create and display AI-generated images of users in imaginative scenarios directly in their feeds. Leveraging selfies uploaded to Instagram’s ‘Imagine’ tool, the feature recently puzzled a Redditor who was shown a slideshow of themselves standing before an ‘endless maze of mirrors.’

The user posted screenshots of the experience on Reddit, with the generated post captioned: “Imagine yourself reflecting on life in an endless maze of mirrors where you’re the main focus.” The AI-generated slideshow even included a tag reading: “Imagined for you: Mirror maze.”

While some Reddit users initially dismissed the claim as fake, the individual explained that they had previously used Instagram’s “Imagine” feature, where users can upload selfies for AI-powered edits or creations. Meta later confirmed the legitimacy of the feature to 404 Media, clarifying that these posts are not ads but part of an ongoing experimental rollout.

The unexpected use of personal selfies has drawn both intrigue and criticism. While some users appreciate the creativity and novelty of the feature, others are concerned about the implications of AI-generated content using their likeness without explicit consent for such purposes.

Meta’s AI Imagine tool was first introduced as a creative editing option for users, but its application in this manner appears to go beyond initial expectations. Critics are raising questions about transparency, data privacy, and the emotional impact of encountering AI-rendered versions of oneself in unexpected scenarios.

This is not the first time Meta has faced backlash for experimental AI features. In previous tests, users have expressed unease about AI’s growing role in personal content creation and its integration into platforms like Instagram and Facebook.

Meta has yet to announce a full release of the feature or provide further details about the testing phase. However, the company’s response to the Reddit incident highlights its intention to push boundaries in AI-driven personalisation, even as the public debates the ethical and practical implications of such technologies.