New This Week: Instagram Anti Bullying Initiative Uses AI to Detect Bullies

Last updated on: 2018

New This Week

Instagram is continuing its anti-bullying efforts on the platform with its recent announcement of new filters that use AI to detect bullying in photos and captions. According to a recent press release from Instagram, its latest tools will use new machine learning technology to proactively identify and remove bullying in Instagram posts.

The platform announced these new features in honor of National Bullying Prevention Month in the US, the upcoming Anti-Bullying Week in the UK and anti-bullying efforts around the world. Instagram is committed to doing its part to protect the community so that users can safely be themselves on Instagram.

“There is no place for bullying on Instagram. If people see that kind of hurtful behavior on our platform, they can report it, and we remove any content that violates our guidelines. But online bullying is complex, and we know we have more work to do to further limit bullying and spread kindness on Instagram… As the new Head of Instagram, I’m proud to build on our commitment to making Instagram a kind and safe community for everyone,” said Adam Mosseri in an Instagram press release.

What new features will support Instagram’s anti-bullying initiative?

AI Tools Detect Bullying in Photos and Comments

Instagram is using a new machine learning technology to detect bullying in photos and captions. Once identified, these posts will be sent for review by Instagram’s Community Operations team. Instagram says this change will help them significantly in identifying and removing more bullying from the platform, as many people who experience or observe bullying don’t report. The AI technology has recently begun rolling out and will continue to in the coming weeks.

Bullying Comment Filter Available on Live Videos

Instagram previously introduced a bullying comment filter to detect and hide bullying comments from Feed, Explore and Profile a few months ago. This feature is now globally available to comments for all Instagram Live videos as well.

Instagram Anti Bullying Live Comment Filter

Photo via Instagram 

New Kindness Camera Effect

While stopping bullies is important, Instagram is also committed to celebrating and inspiring kindness on the platform. Instagram announced a partnership with best-selling teen author, dancer and actor, Maddie Ziegler to launch a new kindness camera effect.

Instagram Kindness Camera Effect

Photo via Instagram 

If you’re already following Maddie, you will automatically have access to it simply swipe up, tap the face icon and choose the new camera effect. Hearts will fill the screen in selfie mode and you’ll be encouraged to tag a friend to support. From there, they will receive the notification mention and have the option to share to their own story or use the camera effect themselves. In rear camera mode, the filter has an overlay of kind comments in different languages. If you don’t follow Maddie on Instagram, you can still test out the filter by tapping “try it” to add it to your camera when you see someone else with the effect.

Want to learn more about recent updates in digital marketing platforms? Check out our New This Week series.

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Ciera is a content creator, social media strategist and world traveler currently exploring Southern California. With more than six years of experience developing content, Ciera combined her love for writing, traveling, photography and creativity into her lifestyle and travel blog, Life with Ciera. In her free time, she loves going to the beach, cooking new vegetarian recipes and playing with puppies. To see more of Ciera, visit her blog at