Meta’s AI comments draw flak, Instagram users fear fake engagement surge

Meta is once again at the centre of controversy due to its latest artificial intelligence (AI) experiment — suggesting AI-generated comments on Instagram posts. Some users accused the tech giant of artificially inflating engagement metrics to boost advertising revenue.

How Meta AI’s comment-suggestion feature works

According to a report by TechCrunch, Instagram users in the test group have noticed a pencil icon next to the comment bar on posts. Tapping on it allows users to generate AI-suggested comments based on the content of the image.