Instagram is testing a groundbreaking AI feature called “Create My Likeness” that lets you generate personalized images and videos starring your digital face. If you’re curious whether this tool is worth exploring or concerned about how it uses your data, here’s everything you need to know to make an informed decision.
What Is Create My Likeness?
Create My Likeness is Instagram’s experimental AI tool that creates a digital model of your face using your existing profile photos, posts, Highlights, or uploaded selfies. Once set up, you can type text prompts like “me surfing in Hawaii” or “me at a concert,” and the AI generates images or short video clips placing your likeness into those scenarios.
Think of it as having a personal AI artist that can place you in any situation you imagine—whether that’s face swaps, custom scenes, or Reels-style content you can share across Instagram.
How the Feature Works
Getting Started
Access the tool through a new “Create My Likeness” interface in the Instagram app. The system analyzes your selected images to build your personalized face model. This one-time setup creates the foundation for all future AI-generated content featuring you.
Creating Content
After setup, simply enter text descriptions of what you want to create. The AI produces images or short videos (up to 15 minutes, though typically shorter clips) that match Instagram’s Reels specifications: MP4 format, 1080×1920 vertical resolution, H.264 codec, and 30 fps.
Sharing Options
Your AI-generated content can be shared via DMs, Stories, or regular posts. You have full control over what you create and share from your own likeness.
Privacy and Permission Controls: What You Should Know
This is where things get important. Instagram has built in several safeguards, but you need to understand what you’re agreeing to:
Your Own Likeness When you create content with your face, you control how it’s used and shared. Standard privacy settings apply.
Using Others’ Likenesses Here’s the crucial part: if you want to use someone else’s likeness in your content, you must send them a DM-based permission request first. They have to explicitly approve before you can generate AI content featuring their face. This permission system aims to prevent unauthorized deepfakes and misuse.
Data Concerns The feature raises legitimate questions about how Instagram uses your facial data for AI training. India’s new AI regulations mandate labeling such content and banning deceptive impersonations. While Instagram states controls are in place, the technical details about data retention and model training aren’t fully public yet since this is still in early testing.
Should You Use This Feature?
Potential Benefits:
- Create fun, personalized content quickly without photoshoots or video editing skills
- Generate creative Reels content that stands out
- Experiment with scenarios or looks before committing to real photos
- Save time on content creation for social media presence
Things to Consider:
- Your facial data is being used to train AI models
- Generated content must be clearly labeled as AI-created (per regulations in some regions)
- The technology is still experimental—expect bugs and limitations
- No confirmed rollout date or hardware requirements yet
- Competes with tools like OpenAI’s Sora, but integration with Instagram is more seamless
Managing the Feature Effectively
Best Practices:
- Start Small: Test the feature with a few images before uploading your entire photo library
- Review Permissions: Regularly check who has requested access to your likeness and revoke permissions you’re uncomfortable with
- Label Content: Even if not required in your region, transparency builds trust with your audience
- Monitor Output: Review generated content carefully before sharing to ensure it aligns with your personal brand
- Stay Updated: As this is in testing (spotted by tipster Alessandro Paluzzi), features and privacy controls may change
Privacy-Conscious Approach:
- Only upload images you’re comfortable having analyzed by AI
- Decline permission requests from people you don’t trust
- Read Instagram’s updated terms regarding AI-generated content
- Consider whether the convenience outweighs your data privacy concerns
Instagram’s Create My Likeness represents a significant leap in accessible AI content creation, putting powerful tools directly in users’ hands without requiring technical expertise or additional hardware. The permission-based system for using others’ likenesses shows Meta is considering safety implications.
However, the feature is still in early development with limited public information about data handling and model training. If you value creative flexibility and trust Instagram’s privacy commitments, this could become a valuable tool. If you’re privacy-conscious or skeptical about AI-generated content, waiting for the full public release with complete documentation might be wiser.
The key is staying informed, using available controls thoughtfully, and making decisions that align with your personal comfort level around AI and data sharing. As Instagram continues testing and refining this feature, expect more details about capabilities, limitations, and safeguards to emerge.