Instagram Launches AI Filter Creation Tool Effect Builder

On November 10, The Verge reported that Instagram launched the AI filter creation tool Effect Builder, allowing users to generate custom filters for Stories using text descriptions. The web-based tool is currently available to U.S. residents aged 18 and older.

Users can add style reference images, upload photos to preview effects, adjust filters through follow-up prompts, or have the AI rewrite prompts. Once created, filters can be submitted directly to Instagram; after passing a safety review, they become available for other users to apply in Stories, with links directing to the creators' profiles.