Instagram announced changes to how it handles AI-generated profiles, renaming the existing “AI creator” label to “AI-generated profile.” This update aims to improve transparency by clearly indicating when a profile features a person who was created or heavily influenced by artificial intelligence. The platform will also reduce the reach of accounts that display AI-generated profiles without proper disclosure, although those who correctly use the label won’t face penalties.

The new labeling requirement does not apply to all uses of AI on Instagram. Users who employ AI tools solely for editing photos, creating graphics, or enhancing captions are exempt from needing the AI-generated profile label. Instagram made this policy shift responding to user concerns about encountering profiles that appeared human but were actually AI constructs, wanting to ensure followers can identify when an account features AI-generated individuals.

This move comes amid growing frustration over AI influencers on social media, as some have been linked to deceptive practices. Earlier in 2026, a Wired investigation revealed that a network of AI-generated male influencers promoted a gay dating app through Instagram, sometimes even engaging users via direct messages. Similarly, The New York Times uncovered numerous AI-created health and wellness personalities promoting products and making questionable claims, sparking concerns over misinformation.

Instagram’s latest policy adjustment reflects increasing scrutiny of AI’s impact on social networks. It follows backlash earlier this year against Meta’s AI tools that used people’s images without consent, leading to feature removals. Additionally, Meta recently agreed to an $18 billion settlement with U.S. states over the social platform’s effects on children, which includes new limits on teen usage. Instagram’s AI labeling efforts align with broader commitments to user transparency and safety in the evolving digital landscape.