Instagram announced Monday that it is changing how it labels AI-generated profiles and will begin limiting the visibility of accounts featuring AI-generated people who fail to disclose it. The platform is renaming its existing “AI creator” label to “AI-generated profile,” a change the company said should make the disclosure clearer to users.
Under the new policy, creators who don’t properly label AI-generated profiles could see reduced reach, while those who use the label appropriately won’t face penalties. Instagram clarified the label isn’t required for general creative use of AI, such as photo editing or caption polishing, but specifically applies when a featured person is generated or substantially created by AI.
The company said the update responds to growing user frustration over encountering profiles that appear human but turn out to be entirely AI-generated. The move comes amid broader concerns about AI influencers, including a network of AI-generated accounts linked to the dating app Goose and reports of AI-generated wellness personalities promoting health claims and supplements.
The announcement follows backlash Meta faced over an AI image tool allowing use of others’ likenesses, which was later removed, and comes shortly after Meta’s $18 billion settlement with U.S. states over child safety concerns on its platforms.
