5 Signs to Identify AI Content on Instagram

When you want to find out an answer quickly, which do you go to first – Google or Chat GPT? Gemini?

Artificial Intelligence is integrating itself into every aspect of life and speeding up processes that used to be time-consuming.

The marketing space has been overtaken with AI as many are using it for project management tools, scheduling, and the mundane tasks that come with doing admin. A huge area that AI has slid into is the content creator space, especially on Instagram.

Meta has unlocked many features this year, from chatbots to AI-Generated Images.

AI is helping businesses and creators create content in a quicker timeframe but what are the concerns around AI? How do we know what’s real and what’s AI-Generated?

In this month’s blog, we’re going to discuss the advancement of AI, 5 signs that an Instagram post was made using AI, and what does “made with AI” mean attached to an image. 

Let’s dive into it. 

Did you know AI integration on Instagram began in 2010?

The filters to adjust your images brightness or add a different tone to the image is all done by AI.

The suggested accounts that pop up in your feed exist because of Instagram’s machine-learning algorithm.

When you hear people talk about keywords, SEO, hashtags, this is the reason. In 2010, the algorithm was at its most basic, using image recognition to categorize photos based on content. 

As Instagram switched from its basic capabilities to more advanced, machine learning techniques like “word embedding” analyze the content and categorize it in terms of relatedness.

Who said words don’t matter? Your bio (the small description you have on your instagram), the captions, the hooks, the copy under the post is all being scanned to categorize your account.

So pay attention to your words!! 

The transformation of AI capabilities since 2010 to the present moment in 2024 have become far more advanced at a rapid pace. 

Let’s take a look at the timeline. 

Between 2010 and 2014, AI was focused mainly on image enhancement like brightness and contrast, cropping your photos, personalized content based on your interactions and preferences. 

From 2015 to 2019, the features began to roll out quicker. 

• The explore tab was enhanced using a more advanced machine learning algorithm, improving personalization and content discovery. 
• “Word embedding”, keywords and hashtags, helped analyze the content to recommend accounts based on interactions. 
• Seed accounts, created by instagram,used to test new features, algorithms, or functionalities before rolling them out to the general public.
• AR and Virtual reality began to be rolled out as well as the use of NLP, Natural Language Processing, machines to scan for offensive comments and limit spam and misinformation. 
• The birth of IGTV with AI recommendations personalized video content for each user based on interactions and preferences. 
• AI-Enhanced shopping features were created to recommend products and target ads based on user behavior.

From 2020 onwards, the creation of tools for content creation like automated caption suggestions and hashtag recommendations began to roll out as well as conversational AI assistants that would answer queries, provide content recommendations and help in generating posts. 

In 2024, the rollout of Meta AI on Instagram is even more powerful compared to what it was in 2010. 

The implementation of AI on the platform has saved content creators, businesses, brands hours of work but a major issue that has caused controversy is when people use it for potential harmful reasons. 

Because of the advancement of AI, it now has the ability to create images that look eerily real, making it harder to know what’s AI created and what’s REAL content.

This is down to generative AI which works by creating new data that mimics human creations. 

If you struggle to distinguish between superficiality and reality, never fear because here are our top five signs that an image was AI-Generated. 

We all want to know whether an Instagram post is made with AI because Instagram is known to be the “highlight” reel, the best bits.

Ensuring the user is informed about what’s AI-Generated and what’s not is something Mark Zuckerberg, head of Meta, wants to make sure is maintained. 

Here’s five pointers to spot AI going from the easiest to hardest to spot. 

1. Distorted Backgrounds:

If a door looks like it has a bump in it or is twisted into another shape, it’s a clear indication something was done to the image. This is one of the easiest ways to spot an image was 

2. Something feels.. Off

We wrote about AI influencers in our last blog (read more on it here) and there’s a slight unease when looking at the image.

They say you can read a person by looking into their eyes. When you see an AI-Generated image of a “person”,  there’s nothing.

Almost like a blank stare. Like it’s not… real. AI influencers on Instagram have risen in popularity with many brands like Chanel and Red Bull using them for online promotions. 

 

3. Pay attention to the small details 

We’re scrolling 24/7 (hopefully not!), and are scanning images and text at a quicker pace. This means we miss the finer details.

Don’t take an image at face value if you feel like something isn’t right. AI images are created by taking data from other photos and creating a new image.

AI programs often struggle with details you may see less frequently in other pictures.

AI tends to get the smaller details like logos and text wrong as you can see below.

 

4. If it looks too good to be true, it probably is

As much as we want to look perfect all the time, we don’t. We’re humans, imperfection is perfection.

You can tell if something is too good to be true if the image looks smooth and no texture because well, we have texture.

So don’t be fooled by an image looking picture perfect because it most likely isn’t real.

 

 

5. Reverse Search 

You know the TV show “Catfish”? If you don’t, it’s a programme where the hosts bring on a person who writes to the show about their relationship.

They write in because they’ve never met the person and want to make sure they are the real deal. One of the first things the hosts do is reverse search the image. 

They do this because they want to see if the person is using someone else’s photos. 

This is the same when it comes to images on Instagram.

If in doubt, reverse image search because if it is AI-Generated, there won’t be a lot of information which tells us something is fishy. 

You might have spotted on Instagram recently under some images and videos are a tag saying “Made with AI”.

This feature was recently introduced however, there has been some controversy especially for photographers. 

How it works 

When you upload an image to Instagram, the algorithm will read the metadata of the image to clarify whether it’s real or AI-generated.

This is great BUT what if you just enhanced the brightness? Enhanced the sound so it’s clearer? Removed the blemish from your face that was annoying you?

Instagram smacked the tag of “made with AI” on it. The problem for photographers is the wording.

Saying an image was made with AI sounds like it was superficial, that they didn’t put the hard work into capturing a beautiful moment like a wedding or someone’s birthday. 

Some argued for it to be changed to “edited with AI” which clarifies that the image has been enhanced but it was taken professionally, not created superficially.

Because of the backlash, from July this year, the made with AI feature has been changed to AI Info.

This is a step in the right direction to distinguish the difference between an image being AI-Generated and one that’s a real-life photo.

GoViral Conclusion

Our advice is to always be cautious about images that are posted online.

If something isn’t sitting right with you, there’s a reason why. Our five pointers will give you more clarity around AI-Generated photos and with the introduction of “AI Info” on images,

It can help you distinguish between superficial and reality.

As many new features are being added to social media platforms every day, it’s important to stay up-to-date with the new trends and implementations.

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