Instagram Renames AI Label, Limits Reach of Unlabeled AI Profiles

Instagram announced on August 31, 2026, that it is implementing new measures to increase transparency for accounts featuring AI-generated personas, a move aimed at addressing user frustration with profiles that appear human but are not. The platform, owned by Meta, is renaming its existing "AI creator" label to "AI-generated profile" to make it clearer to users when a profile features an AI-generated person rather than a human. Additionally, Instagram will limit the reach of accounts that feature an AI-generated person but do not apply the new label. The company stated in a blog post that the update is a response to user feedback. "We've heard that people don't like seeing a profile that seems human, only to find out later that the person featured is AI-generated," Instagram wrote. "They want to know when a profile features an AI-generated person." The change builds on an earlier test of the AI creator label. Under the new policy, creators who had already applied the AI creator label will see it updated to the new name and will have the opportunity to review it, confirm its accuracy, or remove it if it no longer applies.