Instagram will label AI-generated profiles and reduce their visibility

Instagram is preparing a new label for profiles built around AI-generated people, targeting accounts that appear to belong to real individuals. Meta’s platform says the change will make those accounts easier for users to recognize and will limit their reach when they do not disclose their nature.

The current “AI creator” label will become “AI-generated profile.” Account operators can add it through their profile settings. Instagram will also look for profiles that use AI-generated people without the label and notify their operators that the accounts will no longer appear in recommendations.

Operators will have two choices: add the new label or appeal if they believe Instagram made a mistake. The platform began testing the identification system earlier this year after some users said they felt deceived when they learned that apparently real profiles actually represented AI-created characters.

The policy draws a line between AI-generated identities and ordinary AI-assisted content. It will not affect users who simply use artificial intelligence to create or edit posts. Instagram presented the measure as a transparency effort, aimed at helping users understand when the person shown in a profile does not exist in real life.