Accounts featuring AI-generated people may lose distribution if they do not clearly disclose that the profile subject is synthetic.
Instagram will begin limiting the reach of accounts that feature AI-generated people without disclosing it, the company announced Monday.
The platform is renaming its existing AI creator label to AI-generated profile. Instagram said the label should make clear when a profile subject was generated or substantially created with artificial intelligence.
Creators who use the label will not be penalized simply for featuring an AI-generated person. The policy does not apply to routine AI-assisted edits, captions, graphics, or other creative changes.
Instagram said the change responds to users who encountered profiles that appeared to belong to real people and only later learned that the subjects were entirely AI-generated.
The platform has faced growing frustration over AI influencers and related health and advertising claims.
The announcement follows backlash over an Instagram tool that let users generate images using other people’s likenesses. Meta later removed that feature.
