Instagram renames AI creator label and limits reach of undisclosed AI profiles

Instagram announced that it is renaming its existing “AI creator” label to “AI-generated profile” to make it clearer when a profile features an AI-generated person. Accounts that do not use the label for AI-generated people may see their reach reduced, while accounts that do label them are not penalized solely for featuring AI-generated individuals. Instagram specified that the new label does not apply to routine AI edits such as photo enhancements, caption polishing, or graphic creation.

Meta said the change responds to user frustration over encountering profiles that appear to belong to real people but are later revealed to be AI-generated. The company stated that users want to know when a profile features an AI-generated person.

The timing coincides with growing frustration over AI influencers across social platforms. Earlier in 2026, a Wired investigation described a network of apparently AI-generated male influencers on Instagram that promoted a dating app and contacted users via direct messages. Separately, The New York Times reported finding hundreds of AI-generated doctors, healers, and wellness personalities on social media promoting supplements or making health claims.

The announcement follows prior backlash over an Instagram AI tool that allowed users to generate images using other people’s likenesses without explicit opt-in; Meta removed that feature after objections.

Last week, Meta disclosed an $18 billion settlement with U.S. states addressing allegations about the effects of Facebook and Instagram on children and teenagers, which includes new usage limits and restrictions for teens.