Instagram is renaming its “AI creator” label to “AI-generated profile” and will restrict the reach of accounts built around AI-generated personas that fail to disclose their artificial nature. The change targets profiles that present AI-generated characters as if they were real people—a practice that has frustrated users and raised concerns about misinformation.
Accounts centered on an AI-generated persona are expected to turn on the new “AI-generated profile” label in their profile settings. Once applied, the label shows on the profile page, in search results, and next to content in Feed, Reels, and Stories. Accounts that add the label keep their current reach. Those that do not risk being marked non-recommendable. Their posts will no longer appear in Reels or Explore for people who do not already follow them.
Creators who previously used the old “AI creator” label will be asked to review the renamed tag and confirm whether it still applies.
“We’ve heard from our community that they don’t like coming across a profile that seems human, only to find out later that the person featured is AI-generated,” an Instagram spokesperson said.
Clear Line Between AI Personas and AI Tools
Instagram draws a distinction between accounts built around AI-generated personas and creators who simply use AI tools in their work. The second group does not need to apply the label. As a result, the policy does not tackle the wider volume of AI-generated content on the platform.
The update follows reporting that highlighted a wave of AI-generated influencers promoting apps and brands, along with hundreds of AI wellness influencers—some of which presented themselves as doctors. Much of that material does not clearly break Meta’s existing rules, yet the company has acknowledged that its community wants greater transparency.
How Appeals Work
Creators who believe they have been restricted by mistake can open their Account Status dashboard to check for any applied limits and file an appeal. A successful appeal restores eligibility for recommendations. Instagram has noted that its detection systems might not always be perfect.