Instagram has begun testing a feature that generates images of users in unusual settings and places these images in their feed. In one reported instance, a user noticed a picture of himself standing in front of what appeared to be an “endless mirror maze.” This discovery led him to comment on Reddit that he had “used Meta AI to edit a selfie, and now Instagram is using my face to show me targeted advertising.” According to his account, the social network prepared a slideshow of AI-generated images specifically for him. The publication carried a “Created for you: Mirror maze” label in the “Location” field and included a caption that read: “Imagine thinking about life in an endless mirror maze, where you are the center of attention.”
Despite the user’s experience, 404 Media reports that the Instagram administration does not consider this feature to be a form of advertising. Instead, it is connected to the Imagine Yourself feature on the Meta AI platform. During this process, the user is asked to take several self-portraits from different angles and request a new image depicting them in an unusual setting. Following that request, Instagram may begin independently generating images of the user in random scenes. These scenes are said to be based on interests that the platform infers about the individual. However, the function is available only to those who have gone through the Imagine Yourself registration procedure, and it is emphasized that anyone else will not see the AI-generated images. During that registration, the system warns that Meta can subsequently generate images with the user’s likeness and display them in the user’s feed.
Imagine Yourself: Privacy and Ongoing Tests
The idea behind Imagine Yourself is to allow users to explore AI-edited selfies in a variety of creative contexts. Yet, for some users, seeing these AI images appear in their personal feeds—especially when framed as “targeted advertising”—raises questions about privacy. Instagram’s stance is that these images are not intended as ads but rather as a unique AI-driven feature designed to engage users with imaginative scenarios. Still, since the function uses personal images, concerns linger about how the data is processed, stored, and ultimately utilized by the platform.
Those who voluntarily sign up for the Imagine Yourself experience receive a notice during registration explaining that Meta may produce and display images featuring their faces in the future, adds NIXSOLUTIONS. Instagram reiterates that these AI-generated posts are meant to appear only in the user’s own feed and remain invisible to other users. Nevertheless, community members continue to debate how such content should be categorized and whether more explicit labeling is necessary. We’ll keep you updated if additional details or clarifications emerge regarding this feature and its broader implications for privacy.