Instagram is changing the way it labels profiles featuring AI-generated people, with accounts that fail to disclose the use of artificial intelligence potentially facing reduced reach.

The platform is renaming its existing “AI creator” label to “AI-generated profile” to make the disclosure clearer to users. Instagram said the label is designed to show when the person featured on a profile has been generated or substantially created using AI.

Undisclosed Profiles Could Face Reduced Reach

Under the updated policy, creators who properly use the new label will not be penalized simply for featuring an AI-generated person.

However, accounts that appear to represent real people while failing to disclose that the person is AI-generated could see their content reach reduced.

Instagram said the move follows complaints from users who discovered that some seemingly human profiles were actually created using artificial intelligence.

Regular AI Editing Not Targeted

Instagram clarified that the new label will not be required for every type of AI use. Users who rely on AI for photo editing, caption improvements, graphics or other creative modifications will generally not need the AI-generated profile label.

The policy instead focuses on profiles where the featured individual is substantially created by AI.

AI Influencers Raise Growing Concerns

The change comes as AI-generated influencers become increasingly common on social media. Concerns have also emerged over AI-created health and wellness personalities promoting supplements and making potentially misleading claims.

Instagram’s latest move could make AI-generated influencers easier to identify and give users more transparency about who they are actually viewing.