Instagram adds new “AI-generated profile” label and will demote users who do not comply

Instagram is renaming its AI creator label to AI-generated profile. The revised wording is meant to make clear when a profile features an AI-generated person rather than a real human being.

In explaining the change, Instagram said people dislike discovering that an apparently human profile actually depicts an AI-generated person. The company says users want that information to be displayed clearly before or while they view the profile.

For creators who already applied the old label, Instagram will show the new name and offer a review step. They can confirm that AI-generated profile still fits, or remove the label if it no longer applies. Creators who use AI tools only as part of their creative process do not need to add it.

For currently unlabeled accounts featuring an AI-generated person, creators can edit their profile and switch on the AI-generated profile toggle. Instagram says creators that do not appropriately label those profiles may face limits on reach and could lose eligibility to appear in recommendations.