AI-generated reels? Instagram reportedly tests personal likeness feature: What to expect

Instagram may soon introduce an artificial intelligence feature that lets users digitally insert their own face into AI-generated photos and videos, potentially placing it in competition with OpenAI’s Sora platform. The rumoured tool, discovered by a tipster, appears to focus on personalised “likeness” creation rather than simple image filters.

The Meta-owned social network has not officially confirmed the feature, but early screenshots suggest development is already underway.