Key facts
- Instagram will require accounts featuring AI-generated individuals to use an "AI-generated profile" label.
- Accounts that do not properly label AI-generated profiles will face algorithmic penalties, including reduced reach.
- The label is intended to inform users when a profile features a person generated or substantially created with AI.
- The platform is renaming its "AI Creator" label to "AI-generated profile" for improved clarity.
- Meta will proactively identify and flag AI-generated profiles that appear human.
Instagram is introducing a mandatory labeling system for AI-generated profiles to enhance transparency on the platform. Accounts featuring AI-generated individuals, often designed to resemble humans, must now use an "AI-generated profile" tag. Previously, an "AI Creator" label was optional. Under the new policy, accounts that fail to adopt this designation will see their content removed from algorithmic recommendations, effectively reducing their reach.
The platform is refining the terminology from "AI Creator" to "AI-generated profile" to more accurately reflect the nature of these accounts and prevent confusion with human users who discuss AI. This move comes in response to user feedback indicating a desire for clarity when interacting with content that appears human but is actually AI-generated.
Meta stated that it will proactively identify and flag suspected AI-generated profiles that are masquerading as human. These flagged accounts will not be recommended to users until they comply with the new labeling requirements. The company aims to address concerns about the proliferation of AI-generated content, particularly realistic depictions of individuals, in the digital landscape.