Meta is working to make its AI-powered generation products available to more users. In addition to testing the Meta AI chatbot on WhatsApp with users in countries such as India, the company is also trying to put Meta AI into the Instagram search bar to enable AI chat and content discovery.

A search query in the search bar will lead you to a conversation with Meta AI in DM, where you can ask a question or use one of the preloaded prompts. The design of the prompt screen prompted Perplexity AI CEO Aravind Srinivas to point out that the interface uses a design similar to the startup’s search screen.

But more than that, it can help you discover new content on Instagram. For example, a video posted by a user on Threads indicates that you can click on a prompt like “Beautiful Maui Sunset Reel” to search for reels related to that topic.

Additionally, some users TechCrunch spoke with could ask Meta AI to search for Reels suggestions.


This means Meta plans to harness the power of generative AI beyond text generation and use it to surface new content from networks like Instagram.

Meta confirmed its Meta AI experiment on Instagram via TechCrunch. However, the company did not specify whether it uses generative AI technology in search.

“Our generative AI experiences are in various stages of development, and we are publicly testing a range of them in a limited capacity,” a Meta spokesperson told TechCrunch.

You can find tons of posts about Instagram search quality. So it wouldn’t be surprising if Meta wanted to use generative AI to improve search.

Additionally, Meta hopes that Instagram will provide better exposure than TikTok. Last year, Google launched a new perspective feature that showed search results from Reddit and TikTok.Earlier this week, reverse engineer Alessandro Paluzzi noted on X that Instagram was developing An option called “Visibility outside of Instagram.” Posts may be displayed as part of search engine results.

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