Instagram tells AI-generated profiles to label up or lose reach

Instagram is tightening how AI-generated personas are identified on its platform, introducing a clearer profile label and limiting the reach of accounts that feature AI-generated people without disclosing it.

The platform is renaming its existing "AI creator" label to "AI-generated profile", a move it said is intended to make it clearer when the person featured on an account is generated by AI rather than human.

The update builds on a test Instagram began earlier this year, as the platform responds to growing use of generative AI to create realistic virtual personalities and creators.

Don't miss: Can an 'AI generated' label really build trust, or will it slow the industry down?

According to Instagram, feedback from users indicated frustration when profiles initially appeared to feature real people, only for users to later discover that the individuals depicted were AI-generated.

Under the new system, creators behind profiles featuring AI-generated people can add the label by editing their profile and switching on the "AI-generated profile" option. The disclosure will appear on the profile itself and alongside its content, unless an individual piece of media already carries a label indicating that it was created or edited using AI.

Creators who proactively apply the label will not have their reach affected. However, Instagram said profiles featuring AI-generated people that fail to disclose their nature could face restrictions on their visibility.

When Instagram detects an unlabeled AI-generated profile, the creator will be notified and may find that the account is no longer eligible to appear in recommendations. This could limit the profile's ability to reach users who do not already follow it.

Affected creators can restore their eligibility for recommendations by adding the "AI-generated profile" label or appealing Instagram's decision through Account Status. The platform acknowledged that its detection systems may not always identify accounts correctly, with successful appeals restoring recommendation eligibility.

The change does not apply broadly to creators who use AI as part of their content production. Instagram said creators who simply use AI tools within their creative process do not need to identify their entire account as an AI-generated profile.

Meanwhile, creators who previously opted into the "AI creator" label will see it renamed and will be given an opportunity to review whether the new designation remains appropriate for their account or remove it if it no longer applies.

Instagram said the update forms part of its wider push to improve transparency around AI-generated content and help users better understand who, or what, is behind the content appearing in their feeds.

The move also follows earlier scrutiny over how Meta has deployed generative AI features across its platforms. In July, Meta withdrew a newly launched feature within its Muse Image AI image generation model following criticism over privacy concerns and the use of public Instagram accounts in AI-generated images.

The feature allowed users to generate images by tagging public accounts as visual references. Meta said it was intended as a creative tool for personalised image generation, with users able to control whether their public content could be used as a reference. However, the rollout drew backlash after users discovered the setting was enabled by default, prompting Meta to remove the feature just days after its launch.

Related articles: 
Instagram rolls out global alerts for teen self-harm searches   
Instagram refreshes its wordmark, gets the internet (and brands) talking    
Instagram eyes the living room with bigger TV push and new creator formats