Instagram announced Monday that it will begin limiting the reach of accounts featuring AI-generated people that are not clearly labeled as such. The platform is renaming its existing “AI creator” label to “AI-generated profile,” a change the company says will make the disclosure clearer for users.
The new label is designed to inform users when the person featured on a profile was generated or substantially created with AI. Under the updated policy, creators who fail to label an AI-generated profile could see reduced distribution. Those who use the label, however, will not be penalized simply for having an AI-generated person as their profile subject.
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The label is not intended for every use of AI. Instagram says people who use AI to edit photos, polish captions, create graphics, or make other creative tweaks do not need to apply the AI-generated profile label.
Why Instagram is making the change
Instagram says the update comes in response to users who have encountered profiles that appeared to belong to real people, only to later discover the person was entirely AI-generated. “As generative AI becomes a bigger part of how people create, we’ve heard that people don’t like seeing a profile that seems human, only to find out later that the person featured is AI-generated,” the company wrote. “They want to know when a profile features an AI-generated person.”
The timing is notable. Frustration over AI-generated content has been growing as AI influencers become more common across social media platforms. Earlier this year, the gay dating app Goose became the subject of a Wired investigation after a network of apparently AI-generated male influencers promoted the app on Instagram. Wired found more than two dozen accounts that appeared to feature AI influencers, some of which reportedly reached out to potential users through direct messages to get them to sign up.
Health and wellness content is another particularly worrying example. The New York Times reported in July that it found hundreds of AI-generated doctors, healers, and wellness personalities on social media promoting supplements or making health claims to users.
Meta’s broader AI and safety moves
The announcement comes after Instagram faced backlash over an AI tool that allowed users to generate images using other people’s likenesses. Users objected to having their public Instagram content used without an explicit opt-in. Meta subsequently removed the feature.
Last week, Meta reached an $18 billion settlement with U.S. states over allegations concerning the effects of Facebook and Instagram on children and teenagers. As part of the agreement, Meta will introduce a default two-hour daily usage limit for teens across Facebook and Instagram, a “Night Mode” block, muted notifications during school hours, and other restrictions.
For creators and brands, the new labeling requirement adds another layer of compliance to an already complex content environment. Those who build audiences around AI-generated personas will need to weigh the transparency requirement against the potential for reduced reach if they fail to comply. For users, the label offers a clearer signal about the authenticity of the people they encounter on the platform.
This is not financial advice, and the social media space remains volatile and uncertain as platforms continue to adapt their policies to evolving AI technology.
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