Instagram announced on August 28, 2026, that it will change how it labels AI-generated profiles and will begin limiting the reach of accounts featuring AI-generated individuals without proper disclosure. The platform will rename its existing 'AI creator' label to 'AI-generated profile,' aiming to clarify that the person depicted on the profile was generated or significantly created using AI. Creators who fail to label an AI-generated profile correctly may experience reduced reach, while those who use the new label will not be penalized for having an AI-generated subject.
Instagram clarified that the label is not required for all AI usage; for example, users who employ AI for photo editing, caption enhancement, or graphic creation do not need to apply the AI-generated profile label. This change follows user feedback indicating dissatisfaction with encountering profiles that appeared to belong to real individuals but were entirely AI-generated. Instagram stated, '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.'
The timing of this announcement coincides with growing concerns regarding AI-generated content, particularly as AI influencers become more prevalent on social media. Earlier this year, the gay dating app Goose was investigated by Wired for using a network of AI-generated male influencers to promote the app on Instagram. Additionally, The New York Times reported in July that hundreds of AI-generated doctors and wellness personalities were promoting health supplements and making health claims on social media.
The announcement also follows backlash against an AI tool that allowed users to generate images using other people's likenesses, which was removed after users expressed concerns about their content being used without explicit consent. Furthermore, last week, Meta reached an $18 billion settlement with U.S. states regarding the impact of Facebook and Instagram on minors, which includes implementing a default two-hour daily usage limit for teens on these platforms, along with other restrictions.