Image credit: AI Generated

Instagram is preparing game-changing generative AI tools for creators in the new year.

Instagram Head, Adam Mosseri, teased new generative-AI video features on Thursday, set to launch in 2025. These AI tools promise to redefine how creators and brands can craft content on the platform.

These tools, powered by Meta’s Movie Gen model, allow users to transform videos with simple text prompts- opening doors to accessible creative control.

What is Movie Gen?

Announced by Meta in October 2024, Movie Gen is still in its research phase but showcases immense potential. At its core, Movie Gen is a generative AI model designed to make video editing easy and accessible, enabling users to “change nearly any aspect of your videos”. Users can:

  • Change backgrounds with ease
  • Add realistic objects, accessories, or animations
  • Transform existing videos into fine-tuned content

Movie Gen is Meta’s answer to other AI-generated video tools such as OpenAI’s Sora. However, directly integrating these tools within Instagram will set Movie Gen apart from its competitors. By embedding this technology directly into the platform, creators will have seamless, immediate access to these tools without relying on third-party editing applications.

“You should be able to do anything you want with your videos. You should be able to change your outfit, or change the context in which you’re sitting, or add a chain – whatever you can think of.”

Adam Mosseri, Instagram’s Head

Changing the game for creators and brands


For Instagram’s 2 billion monthly active users, the creative potential is immense. Creators can elevate their storytelling with minimal effort that could spark a new generation of content creation. 

Brands also stand to benefit. According to Hillary Applegate, CEO of Digital HQ, these tools could be leveraged to create immersive product demonstrations, virtual try-ons, or interactive campaigns where customers co-create content. Being able to intelligently alter backgrounds could also enhance production value, marking the future possibilities in digital marketing.

Image credit: Meta

Will it deliver?

While the teaser showcases impressive capabilities, questions remain about real-world performance. Early AI video tools like Open AI’s Sora have fallen short when it comes to real-world execution, despite eye-catching demos. 

Responses have also been mixed, as Lance Wolder, head of strategy at PadSquad, questions whether Movie Gen will truly be innovative or simply “the next evolution of a filter.”

These generative AI tools come with high expectations, but whether Movie Gen will live up to its promise remains to be seen. While certainly impressive, will it be as groundbreaking as it initially appears? When it launches in 2025, I’m sure we’ll find out…