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 specific "AI-generated profile" label. The social media platform announced in a blog post that failure to comply will result in restricted reach for these accounts. The label aims to clearly inform users that they are interacting with a computer-generated persona, not a real person.

An Instagram spokesperson stated that the company has received feedback from its community expressing discomfort with discovering that a seemingly human profile is, in fact, an AI creation. Accounts presenting AI-generated people who do not adopt the new label may soon face limitations on their visibility within the app.

This policy shift is not a broad crackdown on all AI content. Previously, Instagram offered a more general "AI creator" label for profiles consistently posting AI-generated content. The new, more focused label is specifically designated for profiles "featuring an AI-generated person."

The change comes as AI technology advances, making it easier to create convincing virtual influencers. Reports from The Guardian and The New York Times have highlighted the rise of AI-generated "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. Accounts that believe they have been incorrectly labeled will have the option to appeal through the app's Account Status dashboard. For now, other forms of AI-generated content on the platform remain largely unaffected by this new labeling requirement.