Instagram to limit reach of unlabelled AI-generated profiles

Instagram will limit the reach of AI-generated profiles that don't clearly identify themselves as such.

The platform is renaming its “AI creator” label to “AI-generated profile”, as it steps up efforts to stop users mistaking virtual creators for real people.

The change applies specifically to profiles featuring an AI-generated person. Human creators who use AI tools as part of their creative process do not need to add the label.

“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. They want to know when a profile features an AI-generated person,” Instagram said.

Instagram began testing its AI creator label earlier this year, allowing creators to disclose when a profile features an AI-generated person. Those already using the label will now see the new name and can confirm whether it still applies or remove it if it does not.

Under the new rules, profiles that Instagram detects as featuring an AI-generated person without the label could become ineligible for recommendations, limiting their ability to reach people who do not already follow them.

Creators can restore their eligibility by adding the “AI-generated profile” label through their profile settings. They can also appeal through Account Status if they believe Instagram has incorrectly identified their account.

The change comes as social platforms face growing pressure to make AI-generated content easier for users to identify.

Last month, LinkedIn launched a reporting tool allowing users to flag posts that “seem like AI slop”, while Substack launched a transparency feature enabling readers to check whether posts, Notes and comments were written by a person or with AI assistance.

TikTok has also expanded its AI transparency efforts, introducing new tools to help users identify synthetic content and saying AI-generated spam was “crowding out original creators”.