Mumbai: Instagram is updating how it identifies profiles featuring AI-generated people, renaming its existing AI creator label to AI-generated profile to make it clearer when a profile represents an AI-generated person rather than a human.
As part of the update, Instagram will also limit the reach of profiles featuring AI-generated people if they do not appropriately use the new label. The platform said the changes are aimed at improving transparency as generative AI becomes increasingly integrated into content creation.
The update follows Instagram’s testing of the AI creator label earlier this year. According to the platform, users have expressed concerns about encountering profiles that appear to represent real people, only to discover later that the person featured is AI-generated.
Creators who previously used the AI creator label will see the updated name and can review whether the AI-generated profile label still applies. They can confirm the label or remove it if it is no longer relevant. Instagram clarified that creators who only use AI tools as part of their creative process do not need to use the profile label.
For profiles featuring an AI-generated person that are currently unlabeled, creators can add the label by editing their profile and switching on AI-generated profile. The label will appear on the profile and alongside its content when the individual media does not already carry a label indicating that it was created or edited using AI.
Instagram said creators who proactively add the AI-generated profile label will not see any change to their profile’s reach.
However, profiles detected by Instagram as featuring AI-generated people without the appropriate label may face restrictions on their reach. Such creators will be notified and can use Account Status to check whether their profile is no longer eligible to appear in recommendations.
For profiles that become non-recommendable, Instagram has outlined two ways to regain eligibility. Creators can add the AI-generated profile label to accurately reflect their AI-based identity or appeal the restriction if they believe it was applied incorrectly.
The platform said its detection systems may not always be accurate and that creators can use Account Status to review restrictions and submit an appeal. If an appeal is successful, the profile and its content can become eligible for recommendations again.
Instagram said the changes are part of its broader efforts to improve transparency and help users better understand who or what is behind the content they encounter on the platform.
