Instagram to limit reach of unlabelled AI-generated profiles

Instagram is renaming its “AI creator” label to “AI-generated profile” to make it clearer when a profile features an AI-generated person rather than a human. The social media platform will also limit the reach of Instagram profiles featuring AI-generated people if they do not carry the new label.

“Today, we’re renaming the AI creator label to AI-generated profile to make it clearer to people when a profile features an AI-generated person rather than a human,” Instagram said in its announcement. “We will also limit the reach of profiles that feature an AI-generated person and do not add this label.”

The change follows Instagram’s earlier testing of the AI creator label. The company said it had heard from users who “don’t like seeing a profile that seems human, only to find out later that the person featured is AI-generated.”

Instagram to restrict recommendations for unlabeled AI-generated profiles

Creators who previously added the AI creator label will now see the new “AI-generated profile” name and can review whether the label still applies. They can confirm the label or remove it if it no longer applies. Instagram said creators who simply use AI tools as part of their creative process “don’t need to add the label.”

For Instagram profiles featuring an AI-generated person, creators can add the label by editing their profile and switching on the AI-generated profile option. The label will appear on the profile and alongside its content if the specific media does not already have a label indicating that it was created or edited with AI.

Instagram said creators who proactively add the AI-generated profile label “will not see a change to their profile’s reach.” However, creators who fail to appropriately label their AI-generated profiles “may see limits to their profile’s reach.”

Unlabelled AI-generated profiles detected by Instagram will be notified and can check Account Status to see whether they are no longer eligible to appear in recommendations. Such profiles can regain recommendation eligibility by adding the AI-generated profile label or appealing the decision.

Instagram acknowledged that “our systems might not always be perfect” and said creators can appeal restrictions they believe were made in error. If an appeal is successful, the profile and its content will again be eligible to appear in recommendations.

The company said the Instagram AI-generated profile label is part of its broader effort to improve transparency and help people understand “who or what is behind the content” they see on the platform.