Instagram will label AI-created accounts as ‘AI-generated profile’

Instagram is changing its transparency rules to label accounts that portray fictional people created with artificial intelligence as “AI-generated profile.” The platform is replacing its previous “AI creator” wording after users complained that they interacted with fictional accounts believing they represented real people who merely used editing tools.

The change draws a clearer line between human creators who use digital assistants and profiles manufactured by generative algorithms. Meta wants users to know that an account is artificial before they consume its content.

Instagram will also restrict the reach of undisclosed AI profiles. According to TechCrunch, accounts showing an AI-generated person without the required label may receive fewer recommendations and lose visibility across the platform. Administrators will receive a notification and can fix the label or appeal through the Account Status function.

The announcement follows investigations into a wave of AI influencers promoting applications and brands, as well as hundreds of AI-generated “doctors” and “wellness healers” promoting supplements and making misleading health claims. Meta also recently removed a tool that allowed users to generate images resembling other people without their consent, following user complaints.