Instagram's head, Adam Mosseri, has announced the upcoming introduction of generative AI features for video editing, enabling creators to modify their videos using text prompts.

This new technology, known as Movie Gen, builds on Meta's previous AI models and aims to compete with similar offerings from companies like OpenAI and Runway.

The announcement follows the recent launch of OpenAI's Sora, a tool capable of generating entire videos with AI, which has raised concerns about the authenticity of AI-generated content.

Despite the promising previews of these tools, there are concerns regarding their real-world performance, as previous AI demos from competitors have often fallen short of expectations.

Industry professionals have raised questions about whether Movie Gen will deliver true innovation or simply offer advanced filters, rather than groundbreaking tools.

The introduction of AI-generated content also heightens concerns about its impact on body image and mental health, potentially exacerbating feelings of insecurity among users.

User reactions have been mixed, with some expressing excitement about the creative possibilities, while others criticize the potential for promoting inauthentic content.

Marketing experts predict that brands could leverage these AI tools for more interactive campaigns and personalized content, enhancing customer engagement.

Meta has successfully monetized its AI tools, contributing to increased advertising revenues, and the new editing capabilities could further enhance its financial performance.

Mosseri plans to roll out these AI features in 2025, as Instagram continues to focus on improving user experience and privacy, particularly for younger users.

Concerns have been raised about the potential misuse of AI video generation, including issues related to digital blackface, deepfakes, and disinformation.

With the anticipated launch of these tools, Instagram's Reels feature is expected to undergo significant changes, potentially reshaping content creation for its 2 billion monthly users.