Instagram has introduced a new ‘AI-generated profile’ label for accounts featuring artificial people, replacing its earlier ‘AI creator’ tag. The platform said the change aims to improve transparency after users found it difficult to identify AI profiles. Accounts failing to disclose their AI identity may face reduced visibility in recommendations.

Instagram is rolling out a new transparency measure for accounts featuring AI-generated people, renaming its existing 'AI creator' label to 'AI-generated profile' and warning that accounts which fail to disclose their AI identity could see reduced visibility on the platform.

Creators running profiles built around AI-generated people can add the new label by editing their Instagram profile and switching on 'AI-generated profile'. Instagram said the revised wording is intended to make it clearer when a profile features an AI-generated person rather than a human, following testing of the earlier AI creator label. Feedback from that testing showed users were unhappy encountering profiles that appeared to feature real people, only to later discover the person was AI-generated.

How the label works?

The disclosure will appear on the profile itself and alongside its content, unless a specific piece of media already carries a label indicating it was created or edited using AI. Creators who proactively disclose their AI identity will not see their reach reduced because of the label.