Instagram announced the renaming of its AI creator label to AI-generated profile. The platform is also introducing reach restrictions for profiles that feature an AI-generated person but do not use the label.
The change follows Instagram’s testing of the AI creator label earlier this year. The platform said the update addresses profiles that appear to feature a human even though the person shown is AI-generated.
AI-Generated Profile Label
Creators who previously added the AI creator label will now see the new AI-generated profile name and can review whether it still applies. They can confirm the label or remove it if it no longer applies.
Creators who simply use AI tools as part of their creative process do not need to add the AI-generated profile label. The label applies to accounts that regularly post content featuring an AI-generated person instead of a real human.
For an unlabeled profile featuring an AI-generated person, creators can add the label by editing their profile and toggling on AI-generated profile. The label applies to the account as a whole and is different from Instagram’s AI content label, which appears on individual posts when AI tools were used to create or modify the content.
Where the Label Appears
When an account has the AI-generated profile label, it can appear:
- On the account’s profile page or next to the profile in search.
- Next to the account’s content in Feed, Reels, and Stories.
- Next to comments or messages from the profile.
The label will appear alongside content when the specific media does not already have a label indicating that it was created or edited with AI.
Reach and Recommendations
Creators who proactively add the AI-generated profile label will not see a change to their account’s reach. However, accounts that Instagram identifies as AI-generated profiles and that do not appropriately label themselves may have their reach limited.
Instagram will notify detected unlabeled accounts. Creators can check Account Status to see whether their account is no longer eligible to appear in recommendations.
If an unlabeled account becomes non-recommendable, creators have two options:
- Add the AI-generated profile label so the account accurately reflects its AI-based identity.
- Appeal the decision if the creator believes the restriction was made in error.
Instagram said its systems may not always be accurate. Creators can use Account Status to check for reach restrictions and appeal decisions they believe were made in error. If the appeal is successful, the account and its content will become eligible to appear in recommendations again.