Instagram announced new changes to its policies to clarify the nature of profiles created with artificial intelligence. Under these changes, accounts that present AI-generated characters or people without explicitly informing users may face restrictions on the reach and visibility of their content.
The platform also said it will change the current label “AI Creator” to “AI-Generated Profile”; a move that, according to Instagram, will make it easier for users to understand the nature of such accounts.
The new label informs users that the person or character shown on a profile was generated using AI or is essentially a character created with this technology.
Reduced reach for unlabeled accounts
Under the new policy, creators who do not properly label profiles based on AI-generated characters may face reduced distribution and reach of their content.
By contrast, using the label “AI-Generated Profile” itself will not cause an account to be penalized or have its reach reduced. In other words, Instagram is not banning the use of AI characters, but is trying to make users aware of the nonreal nature of the displayed characters.
Not every use of AI requires a label
Instagram emphasized that the new label will not be mandatory for all uses of AI in content creation.
Users who use AI to edit images, refine captions, design graphics, or make creative modifications to content do not need to use the “AI-Generated Profile” label.
The label is specifically intended for accounts where the main character or person displayed in the profile is entirely created using AI and might at first glance be mistaken for a real human.
Responding to increasing user concerns
According to Instagram, part of these changes was made in response to feedback from users who encountered accounts that initially appeared real but later turned out to feature characters fully generated by AI.
With the expanding use of generative AI in content production, users have demanded greater transparency about the nature of the personas and accounts they follow on social networks.
This issue has grown more significant alongside the rising popularity of AI influencers on social platforms. In recent months, concerns about AI-generated content and the potential to mislead users have increased.
From virtual influencers to dubious health claims
The proliferation of AI characters on social media has previously caused controversy. For example, earlier this year reports emerged about a network of accounts apparently belonging to male influencers generated by AI that were promoting a dating app on Instagram.
According to reports, some of these accounts even reached out to potential users via direct messages and encouraged them to sign up for the app.
Health- and wellness-related content is another area where concerns about the presence of fake AI-based personas have increased. Earlier reports documented the activity of hundreds of AI-generated doctors, therapists, and health personalities on social networks; some of these accounts promoted products or made health-related claims.
These changes follow Meta’s recent controversies
The announcement of Instagram’s new policy comes as the platform and its parent company, Meta, have faced criticism in recent months over their use of AI and user protection.
Instagram previously faced backlash over an AI-based tool that allowed users to create new images using likenesses of other people. Some users objected to the use of their public content on Instagram without explicit consent, and Meta ultimately removed the feature.
Meta also recently reached an $18 billion settlement with a number of U.S. states over claims regarding the impact of Facebook and Instagram on children and teenagers. Under the terms of the settlement, limits will be placed on teenagers’ use of the company’s platforms.
Measures include a default daily 2-hour limit for teen users, restrictions on some nighttime features, muting notifications during school hours, and implementation of other supervisory measures.
Overall, Instagram’s new policy indicates that with the increasing presence of AI-generated personas and influencers, transparency and the ability to distinguish real content from artificial characters has become a major challenge for social networks. Instagram now aims to reduce the likelihood of users being misled about the true identity of characters on the platform by requiring clearer labeling.