🛍 Creators push back on Instagram’s new AI shopping test

Instagram is testing an AI-powered feature that prompts users to “Shop the Look” directly from posts. The system automatically identifies items in photos and shows similar product matches inside the app.

The problem: those AI-generated matches can promote products creators don’t actually endorse.

Some influencers say this could:

➡️ Undermine existing brand deals
➡️ Show competing products next to sponsored posts
➡️ Erode trust with their audience

Meta’s goal is clear. It wants to expand in-stream shopping using AI to drive more product discovery and sales. But creators argue they weren’t given enough control over how these tags appear.

A possible fix would be manual controls or opt-out options for certain posts. Whether Instagram adds that remains to be seen.

This adds to ongoing tension between Meta and creators, who often feel underpaid, underexposed, and overlooked in product decisions.

As AI features expand across Instagram, some creators are questioning whether the platform is prioritizing automation over the humans who built its audience.

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