Instagram is introducing new labels and restrictions for profiles featuring AI-generated people as it attempts to make it clearer when users are interacting with fictional identities.
Instagram is introducing new measures to crack down on profiles featuring AI-generated people, following complaints from users frustrated by accounts that appear to belong to real people.
The platform will not ban the accounts, but will change its existing “AI creator” label to “AI-generated profile”.
Instagram said the new label would make it clearer when a profile features a fictional person created using artificial intelligence.
The company will also limit the reach of accounts featuring AI-generated people if they do not use the new label.
Instagram said: “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 first began testing an “AI creator” label earlier this year as the number of fictional profiles increased across the platform.
Under the latest changes, Instagram said it would proactively identify accounts that appear to feature AI-generated people.
Users will then be able to add the label, appeal Instagram’s decision or face reduced visibility.
Accounts that do not comply could be hidden from the Explore page and excluded from recommendations in Reels, limiting how widely their content is distributed.
The measures apply specifically to profiles built around AI-generated people.
They will not affect accounts that simply use AI tools to create individual posts, images or other content.
Instagram said users would still be allowed to operate AI-generated profiles, provided they clearly identify them as such.
The company said the label should ensure profiles “accurately reflect” their AI-based identity.
The move comes as generative AI makes it increasingly easy to create convincing fictional people, complete with realistic photographs, videos and personalities.
Some creators have built entire social media identities around AI-generated characters, raising questions about transparency and whether users can easily distinguish fictional profiles from real people.
Instagram suggested that further changes could follow as it continues to assess how AI-generated content affects the platform.
The company said: “This change is part of our ongoing effort to improve transparency.
“We hope it helps people better understand who or what is behind the content they’re seeing on Instagram.”
Instagram bids to crack down on AI-generated profiles
