Instagram is tightening its rules around AI-generated human profiles, introducing a new “AI-Generated Profile” label to replace its existing “AI Creator” tag. The platform says profiles featuring AI-created people must clearly disclose that fact, or they could become ineligible for recommendations, potentially limiting their reach across Instagram.
Creators who properly apply the new AI label will not face a reach penalty. Those already using the older label can confirm the new designation or remove it if it no longer applies. Instagram says the change is aimed at helping users distinguish between real people and AI-generated identities, particularly after feedback from users who discovered that seemingly authentic profiles were actually AI-created.
Importantly, Instagram clarified that using AI tools to create or edit content does not automatically require a profile-level AI label. The new requirement specifically targets profiles that present an AI-generated person as the identity behind the account. If a profile loses recommendation eligibility, creators can check their Account Status, add the appropriate AI-generated profile label and potentially regain eligibility. They can also appeal if they believe the restriction was applied incorrectly.
