Instagram’s New AI Feature Lets Users Blur Partners for ‘Soft Launch’ Photos
The platform introduces an AI tool that pixelates romantic partners, catering to the growing trend of subtly revealing relationships online.
Instagram is rolling out a new feature utilizing Meta's AI capabilities to allow users to pixelate romantic partners in photos. This tool facilitates the popular social media practice known as "soft launching," where individuals hint at a new relationship without fully revealing their partner's identity.
The "soft launch" concept, adapted from business strategy, has become a prevalent term in online dating culture. It involves gradually introducing a new romantic interest into one's social media presence, often through carefully selected images that offer clues without explicit identification. Examples include showcasing intertwined hands, shared drinks, or even shadows.
This trend gained significant traction after actress Rachel Sennott's 2020 tweet about an "Instagram soft launch" went viral. Data from Tinder in 2023 indicated a preference for soft launches among younger adults, with 26% of those aged 18 to 34 favoring this approach over a direct "hard launch." This preference highlights a societal shift where overtly public displays of new relationships are sometimes viewed as "cringe."
Erin Malone, a 34-year-old from Nashville, shared her experience with a soft launch after a birthday celebration. She opted for a photo of her hand holding her new partner's from behind, emphasizing a desire for "mystery." Malone stated that while the soft launch involved "a little bit of nerves," it allowed her to "hint to friends about the man who had made her happy."
Matchmaker Susan Trombetti commented on the trend, acknowledging the artfulness of a well-executed soft launch. She noted that the practice tends to be more common among women, suggesting that men often wait until they are more certain of a relationship before posting. Trombetti advises clients to maintain a degree of privacy in early relationship stages, rather than documenting every detail. However, she expressed reservations about the new AI blurring feature, suggesting that if a user is hesitant to show their partner, they might consider refraining from posting altogether.