Meta is facing significant controversy for its experimentation with artificial intelligence in generating comments on Instagram posts, leading to widespread criticism regarding the potential degradation of authentic social interactions.
As of March 25, 2025, the company is testing a new feature that allows suggested comments to be automatically generated based on the content of images. Users have reported seeing a pencil icon next to the comment text box, which, when tapped, provides prompts such as “Great photo shoot location” or “Cute living room setup.”
According to TechCrunch, this AI-generated comment feature was showcased by Jonah Manzano on March 15, 2025, when he tweeted a video demonstrating how the feature works. In this video, users can refresh the suggested comments for alternative options, appearing to be designed to make engagement smoother. However, the reception has been far from positive.
Critics have been vocal on social media platforms, especially on X (formerly Twitter), arguing that Meta’s initiative is just a ploy to inflate engagement metrics artificially. One user wrote, “Meta is gonna be full of only fake bots talking to each other in the worst echo chambers ever seen.” Another added, “This is how they’ll manipulate advertisers, boosting fake engagement with AI comments that look human.” The level of dissatisfaction culminated in sentiments likening the scenario to a dystopian episode from Black Mirror, with comments like: “Every day feels like a Black Mirror episode lately.”
Meta, however, defends the feature as part of its ongoing experimentations with Meta AI, intended to enhance the user experience across its applications. A spokesperson stated, “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.” Nevertheless, concerns persist regarding the authenticity of human interactions on social media, with many fearing that this feature merely facilitates further disconnection among users.
This isn't the first time Meta has faced backlash regarding its integration of AI into user experiences. The company previously rolled out AI-generated characters in 2023, garnering criticism for their lack of authenticity. One creation named “Liv” was described as a “Proud Black queer momma of 2 & truth-teller,” despite being developed by a group of engineers predominantly comprised of white men. The discrepancy sparked outrage over the authenticity of the company’s attempts at representing diversity.
Connor Hayes, a Meta executive, hinted last year at the continued evolution of AI on the platform, stating, “They’ll have bios, generate content, and interact just like real people. That’s where we see this going.” This statement, while ambitious, further raises questions about the ethical implications of creating AI personas that could mislead users concerning authenticity and diversity.
The current backlash surrounding the AI-generated comments suggests that Meta’s efforts to innovate may be veering towards manipulative tactics under the pretense of enhancing user interaction. Users remain skeptical about how far the company will go in enhancing 'engagement' at the expense of genuine connection.
As it stands, the future of AI-generated comments on Instagram remains unclear, as Meta has not committed to a broader rollout. The skepticism towards AI’s role in shaping social interactions poses significant challenges for Meta as it seeks to navigate user sentiment. Each new development adds layers of complexity to discussions about the ethics of AI in social media, especially in regard to maintaining transparency and authenticity in user interactions.
The ongoing debate highlights a crucial intersection between user experience, corporate responsibility, and the evolving landscape of digital interaction. How Meta addresses these concerns may prove pivotal in shaping the future of social media engagement and relationship dynamics.
