Instagram is reportedly working on a new AI-powered tool that could help it compete with OpenAI’s Sora. According to a tipster, the Meta-owned platform is currently testing a face swap-style feature that would allow users to create AI-generated images and videos using their own digital likeness.
Reports also suggest that users may be able to request access to another person’s likeness. However, the way Instagram implements this feature could differ from Sora’s approach.
New Tool Spotted as “Create My Likeness”
Tipster Alessandro Paluzzi shared details of the potential feature on X (formerly Twitter). While he described it as an AI face swap tool, leaked screenshots label it as “Create my likeness.”
The images indicate that Instagram users may receive direct access to their digital likeness. However, it remains unclear whether the platform would pull this data from existing posts and Highlights or require users to upload a separate selfie to activate the feature.
Once enabled, users could enter text prompts to generate AI-based photos and videos featuring their likeness. They might also get options to share this content via DMs, Stories, or feed posts, although Instagram has not officially confirmed these details.
Permission Required to Use Others’ Likeness
One key aspect of the leaked feature is the ability to use another user’s likeness. However, Instagram may require explicit permission before allowing this.
Screenshots show an “Invite” option, which would likely send a request to the other user. Unless the person approves, their likeness cannot be used to create AI-generated content.
This permission-based system appears designed to reduce concerns around deepfakes or misuse of personal identity.
How It May Differ From Sora
OpenAI’s Sora allows users to restrict certain words or actions so their likeness cannot appear in unwanted contexts.
In contrast, Instagram seems to focus more on direct consent-based access. However, since the company has not officially announced the feature, the final implementation may change.
Not Officially Confirmed Yet
Instagram has not confirmed this feature publicly. Therefore, users should treat the information as a leak for now.
If Instagram launches this AI-powered likeness tool, it could mark a significant move into generative AI media and intensify competition among AI content platforms.
