Instagram’s Effect Builder makes new filters from AI prompts

Instagram has launched Effect Builder, which generates custom filters for Stories posts from AI prompts, available now to US residents over 18. Users can describe a filter, attach style reference images, preview effects on their own photos, request changes in follow-up prompts, and optionally have Instagram's AI rewrite the prompt. Filters can be submitted directly from Effect Builder but must pass a safety review before other users can access them, after which they appear in Instagram Stories with a link back to the creator's profile.