Instagram is renaming its AI label and will limit reach for undisclosed AI profiles.
The change responds to user complaints about deceptive AI-generated people.
Creators who use the label are not penalized.
What happened
Instagram announced Monday it will rename its 'AI creator' label to 'AI-generated profile' and limit the reach of accounts that feature AI-generated people without disclosing it.
Why it matters
Users have complained about profiles that seem human but turn out to be AI-generated. The change aims to make such profiles clearer, and creators who use the new label won't be penalized just for having an AI-generated person as their profile subject.
What to watch
The policy comes amid growing concerns about AI influencers, including a Wired investigation into AI-generated male influencers promoting the Goose dating app and a New York Times report about AI-generated doctors and wellness personalities on social media.
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Instagram's move follows growing frustration with AI-generated content, especially in cases where profiles appear human but are not. The new label aims to give users more transparency, while not penalizing creators who properly disclose AI-generated profiles. The timing is notable, as Meta has faced backlash over AI tools that used people's likenesses without consent, leading to the removal of one such feature. Additionally, Meta recently agreed to an $18 billion settlement with U.S. states over concerns about the effects of Facebook and Instagram on teenagers, which includes new restrictions like a default two-hour daily usage limit for teens. These steps indicate a broader effort to address user trust and safety on Meta's platforms.
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