Instagram is reportedly bringing AI-powered search into the comments section. According to AdWeek, the platform is testing a tool that displays AI-generated search summaries directly in the comments section of posts.

The new search experience is powered by Meta AI. It aims to offer more contextual information while users browse discussions. A Meta spokesperson confirmed the test, saying, “We’re rolling out Meta AI-generated summaries as a new way to enhance your search results on Instagram and Facebook.”

How Instagram’s AI-powered search will work

The feature will display relevant search prompts based on post content. This will enable users to find more information about a topic while scrolling through comments. Instead of manually searching for more details on a topic, Instagram will suggest related search results.

Users do not need to leave the app to search for more information. They can access AI-generated insights within the comments. For instance, while reading comments on a post about a new product, Instagram might show suggested search results like reviews, prices, or comparisons right in the comments. It’s like having a mini search engine inside the comments for users to explore topics more. 

An example by AdWeek showed a search prompt at the top of the comment thread. When users click the link, they’re directed to a personalized ‘For You’ page about a particular search. This page pulls in summaries created by Meta AI from the web, Reels, and posts from different sources.

There’s also a Google search tab in case users want to dig deeper, with suggested searches. If they’re looking for places, Apple Maps shows location-based information. A section listing the sources the AI used to gather all this information is also displayed.

Meta wants to reduce its reliance on Google and Microsoft

AI summaries have become an industry trend. Competitors like Google, Reddit, and TikTok have also updated their search tools to keep users. TikTok, for example, has become a go-to platform for Gen Z users searching for product recommendations and reviews. Google is expanding AI Overviews to more users. The company also plans to introduce AI Mode soon. In August 2024, Reddit CEO, Steve Huffman, said the platform will bring AI-generated summaries at the top of its search results.

For Meta, AI-powered search summaries could help reduce its reliance on external search engines like Google and Microsoft’s Bing. The platform is reportedly working on a search engine as a way to capture more user intent and engagement without directing traffic elsewhere.

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