Meta is renaming Instagram's 'AI creator' label to 'AI-generated profile'.
It wants to make clear when a profile shows an AI-generated person.
Unlabeled profiles using AI people will get limited reach.
What happened
Meta announced on August 31 (local time) that it is changing the name of the 'AI creator' label it has been testing on Instagram to 'AI-generated profile'. The aim is to make it clearer when a profile features a person who is not a real human but AI-generated.
Why it matters
Meta cites user feedback that it is undesirable to see a profile that looks human but later turns out to be AI-generated. The company will also limit the reach of profiles that use AI-generated people but do not set the label, to push for transparency.
What to watch
Creators can set the label by turning on 'AI-generated profile' in the profile edit screen. If Meta detects a profile that hasn't set the label properly, the account will get a notification and can be excluded from recommendations. To recover, creators can either set the label or appeal the decision.
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The change follows Meta's trial of the 'AI creator' label earlier this year. The company says that as generative AI becomes widely used in content creation, users have expressed a desire to know whether a profile features an AI-generated person. This move is part of Meta's ongoing efforts to increase transparency and help users understand who or what is behind the content they see.
The new label will be shown on profiles and also on individual posts if they don't already have an AI label. For creators who voluntarily set the label, there is no change to profile reach. However, those who don't label properly risk reduced reach, but Meta acknowledges its system is not always perfect and offers an appeal process.
The decision to restrict reach for unlabeled profiles suggests Meta is taking a proactive stance to enforce transparency, potentially to build trust with users. This could set a precedent for how social platforms handle AI-generated content in the future.
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