Instagram’s new background editing tool is powered by AI

Social media platform Instagram has launched a background editing feature based on generative artificial intelligence (AI) designed to improve users’ experiences.

In line with a statement on Threads, the AI-based tool called Backdrop will be available to only users in the United States, with the company eyeing a global launch in the coming weeks. Instagram users can alter the background of their pictures in a “few taps” before uploading to the platform.

Users can also add text inputs to tweak their image backgrounds, and the platform has several prompts for simplicity. The AI tool can comprehend colloquial language, pushing the limit beyond filters and image cropping.

“With Backdrop, you can reimagine your image’s background with just a few taps and a prompt like ‘chased by dinosaurs’ or ‘surrounded by puppies’ to create an entirely new image for your Story,” said Ahmad Al-Dahle, Meta’s generative AI lead.

Users can find Backdrop among the icons at the top of a new Story to get started. Designed for simplicity, Instagram predicts that the tool will discover ubiquity amongst its users, allowing them to experiment with their unique prompts.

Keen to drive users to the AI-based tool, Instagram disclosed that it plans to employ an array of strategies, including stickers, to encourage other users to use the feature.

“And once you’ve posted, a ‘Try it’ sticker will appear when you share the image created, making it even easier for your friends to use Backdrop for the first time,” remarks Al-Dahle.

Backdrop draws inspiration from Emu, Meta’s (NASDAQ: META), generative AI offerings for video and image editing, and Imagine with Meta AI, an AI-based image generator.

Meta, Instagram’s parent company, has been going all-in with its AI plans, recently launching Imagine as a standalone image generator to compete with other AI tools in the same vertical. The introduction of several upgrades to Meta AI and planned integrations to help content creators manage comments and chat has put the company in pole position ahead of its peers.

Pushing for safe AI

Amid the rapid pace of innovation, Meta has pledged its commitment to AI safety in line with global best practices. The company wants to crack down on misinformation with a new invisible watermarking tool designed to be resilient to photo editing tools like cropping or screenshots.

In early November, the company banned political advertisers from using its generative AI tools to stifle the spread of fake news on its platforms. An AI alliance with IBM (NASDAQ: IBM) and over 50 partners underscored Meta’s commitment to safe AI development. Still, the dissolution of its responsible AI team casts a long shadow of doubt over its ambitions with emerging technologies.

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