Instagram is introducing a new AI-generated profile label to make it clearer when a profile features an AI-generated person rather than a human. The update renames the platform’s existing AI creator label and introduces measures to limit the reach of AI-generated profiles that are not appropriately labelled.
Under the new system, creators who proactively apply the AI-generated profile label will not see a change to their profile’s reach. However, profiles featuring an AI-generated person that are not appropriately labelled may face restrictions on their ability to appear in recommendations.
Instagram said the change builds on learnings from the AI creator label it began testing earlier this year. The platform noted that as generative AI becomes more widely used in content creation, users have expressed concerns about profiles that appear to feature real people but are later revealed to be AI-generated.
The renamed label is intended to provide greater transparency around profiles featuring AI-generated identities. Creators who previously applied the AI creator label will now see the new name and will have the option to review whether the AI-generated profile label still applies, confirm it or remove it.
Instagram clarified that creators who use AI tools as part of their creative process do not need to add the profile-level label. The AI-generated profile label is specifically intended for profiles that feature an AI-generated person.
For an unlabeled profile featuring an AI-generated person, creators can apply the label by editing their profile and switching on AI-generated profile. Once enabled, the label will appear on the profile and alongside its content where the individual media does not already carry a label indicating that it was created or edited using AI.
Instagram said profiles that proactively add the label will not experience a change in reach. In contrast, profiles detected as featuring an AI-generated person without the appropriate label may be notified and could become ineligible to appear in recommendations. Creators can check Account Status to determine whether their profile has been subject to recommendation restrictions.
For profiles that become non-recommendable, Instagram has outlined two routes to restore eligibility. Creators can add the AI-generated profile label to accurately reflect the profile’s AI-based identity, or appeal the restriction if they believe it was applied in error.
Instagram said its systems may not always identify profiles correctly, allowing creators to use Account Status to review restrictions and submit an appeal. If an appeal is successful, the profile and its content can become eligible to appear in recommendations again.
The move forms part of Instagram’s broader effort to improve transparency around AI-generated content and help users better understand whether the profiles and identities they encounter on the platform represent real people or AI-generated personas.
