Instagram to Label AI-Generated Profiles, Limit Reach of Non-Compliant Accounts

Instagram is implementing new rules requiring profiles that feature AI-generated individuals to use a new "AI-generated profile" label. Accounts failing to comply with this labeling requirement will face limitations on their reach within the platform. The company stated that this measure aims to clearly inform users when they are interacting with an AI persona rather than a real person, addressing community feedback about discovering AI creations only after engaging with them.

According to an Instagram spokesperson, accounts presenting AI-created humans without the designated label may soon experience reduced visibility. This change replaces the previous, broader "AI creator" label, which was optional and applied to profiles regularly posting AI-generated content. The new, more specific label is intended for profiles that "feature an AI-generated person."

The shift comes as AI technology advances, making it easier to create convincing, human-like personas that function as influencers. Reports from The Guardian and The New York Times have highlighted the rise of AI influencers promoting brands and even posing as medical professionals, raising concerns about the potential spread of misinformation, even if not explicitly violating Meta's rules.

In Israel, major companies like Super-Pharm and Gulliver have also utilized AI influencers in recent years. Instagram has established an appeals process through its Account Status dashboard for users who believe their profiles have been incorrectly labeled. Currently, other forms of AI-generated content on the platform remain largely unaffected by this new policy.