Instagram is tightening its rules around AI-generated people on the platform, introducing a new disclosure label and warning that accounts that fail to identify AI-generated profiles could face reduced reach.
The platform announced the change on Monday, saying it will rename its existing “AI creator” label to “AI-generated profile” to make it clearer to users when a profile features a person who was created or substantially generated using artificial intelligence.
The change is aimed at addressing a growing problem on social media: profiles that appear to belong to real people but are actually built around entirely AI-generated identities.
Instagram wants users to know who is real
Under the new policy, creators who feature an AI-generated person as the subject of their profile will be expected to disclose that fact using Instagram’s new label.
Accounts that fail to properly label an AI-generated profile could have their reach reduced, potentially making their content less visible across the platform.
Creators who use the appropriate disclosure, however, will not be penalised simply because their profile features an AI-generated person.
Instagram said the policy is based partly on feedback from users who have encountered profiles that appeared to represent real people before discovering that the identities were entirely artificial.
“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,” Instagram said.
The company added that users want to know when a profile features an AI-generated person.
Not every use of AI will require disclosure
Instagram’s new label is specifically focused on profiles built around…
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