Meta’s latest AI test for Instagram comments triggers outrage as users slam the company for diluting real human interaction and faking engagement.
March 25, 2025: Meta is facing strong backlash for its latest experiment that uses artificial intelligence to auto-generate Instagram comments, with critics likening it to a dystopian sci-fi episode from Black Mirror.
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According to a TechCrunch report, several users spotted a new pencil icon next to the Instagram comment text box. Tapping it activates Meta AI, which suggests comment prompts like “Great photo shoot location” or “Cute living room setup”—based on the image content. Users can even refresh for alternative AI-generated suggestions.
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Instagram has just added the ability to write comments with AI. pic.twitter.com/nGK2YBKlfO
— Jonah Manzano (@jonah_manzano) March 15, 2025
This feature is currently in limited testing, and a Meta spokesperson confirmed, “We regularly test features to help users access Meta AI across our apps… including comments, feed, groups, and search to make your experiences more fun and useful.”
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Short video how it works pic.twitter.com/WdVOxcumZa
— Jonah Manzano (@jonah_manzano) March 15, 2025
However, social media doesn’t seem to think it’s fun or useful.
💬 Social Media Reactions:
As screenshots of the feature spread online, X (formerly Twitter) users lashed out, accusing Meta of trying to inflate engagement metrics and eroding real human connection.
“Meta is gonna be full of only fake bots talking to each other in the worst echo chambers ever seen to man,” one user wrote.
Another added, “This is how they’ll manipulate advertisers. Boosting fake engagement with AI comments that look human.”
And one summed it up: “Every day feels like a Black Mirror episode lately.”
🧠 Not Meta’s First AI Misstep
This isn’t the first time Meta has blurred the lines between AI and reality. In 2023, the company introduced AI-generated personalities with profile pictures and bios. One such character named ‘Liv’ described herself as a “Proud Black queer momma of 2 & truth-teller”, despite being created by a group of “10 white men, 1 white woman, and 1 Asian male.”
After the backlash, many of these characters were scrapped, though Meta executive Connor Hayes hinted last year that more AI-driven characters were on the way:
“They’ll have bios, generate content, and interact just like real people. That’s where we see this going.”
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Meta AI, Instagram comments, AI backlash, artificial intelligence, social media trends, Meta controversy, Meta AI characters, fake engagement, Black Mirror episode, AI and human connection, tech ethics, AI in social media, Meta latest feature