Users say new Instagram ‘flash filter’ transforms facial features even when asked not to

A new Instagram filter has taken off, but users are beginning to notice something off about it.

The popular ‘flash’ filter transforms regular photos to look like they were shot on film.

However, it also allegedly alters a person’s facial features and brightens their skin tone.

According to a BBC report, this is because, rather than functioning like one of Instagram’s classic filters, this particular one is generative AI that uses your image as a reference to create an entirely new image.

New “filter” goes viral

For the past couple of weeks, the filter drew significant attention online as Meta slowly released it to the public.

Influencers online began showcasing the feature. Some are posting tutorials on how to access it, and others are asking people about what they think.

The vintage retro look piqued users’ interest, with many who have not yet had access to the new features flooding the comments, expressing their desire to play with it.