Instagram’s Adam Mosseri took to the app today to tease the upcoming launch of a generative AI editing feature that will enable users to “change nearly any aspect of your videos.” Expected to roll out next year, the tool will be powered by Meta’s Movie Gen AI model, which was unveiled in early October.
Meta’s Movie Gen AI model can generate HD videos (1080p resolution) from a text prompt, which — the company claims — is more “realistic” than videos generated by rival technology such as OpenAI’s Sora text-to-video model. By bringing the Movie Gen technology to Instagram, the company aims to equip creators with more tools for “realizing” their ideas more easily.
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According to Mosseri, the new editing feature will enable creators to change nearly any aspect of users’ videos with a simple text prompt. Moreover, the announcement video previews “early research AI models” that showcase examples of outfit and background transformations. One especially impressive snippet showed Mosseri transformed into a puppet, which speaks to the expansive capabilities of Movie Gen.
Similarly, Gen AI models such as Open AI’s Sora, Adobe’s Firefly, and Google’s Veo — all released in 2024 — emphasize a shift away from AI image generation and toward AI video generation, especially text-to-video tools. However, just like AI image generation, video generation raises concerns about harmful use cases such as digital blackface, AI-generated deepfakes, and disinformation.
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Many creative professionals — artists, writers, filmmakers, actors, and photographers — have voiced frustrations with the impact of AI generators on their respective fields due to AI companies scraping the web to train their models. Because of such concerns, YouTube announced earlier this week that it will allow creators to opt into third-party AI training and recently partnered with the Creative Artists Agency to develop tools that give creators and artists more “control over how AI-generated content features their likeness, including their face, on YouTube at scale.”
Although Movie Gen has not rolled out, Instagram would be the first Meta-owned platform to use a text-to-video model.
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