Instagram says it will reduce the reach of accounts featuring AI-generated personas if they don't use a new "AI-generated profile" label (Karissa Bell/Engadget)

In a move aimed at combating the surge of AI-generated influencers, Instagram is tightening its rules surrounding such accounts. The social media platform has announced that it will label accounts as "AI-generated profile," signaling that the content creators interact with an entirely artificial influencer. Instagram's blog post explains that this label better reflects the nature of AI-generated accounts and their interactions with users.

Creators who have previously used the "AI creator" label on their accounts will have the opportunity to review their status. If the label no longer applies to their content, Instagram will remove it. However, if an account does not use the label but features AI-generated influencers, Instagram will actively restrict their reach, including not displaying their content in recommendations on the "For You" page.

For creators who have not labeled their profiles as "AI-generated profile," they can still add the label by editing their profile and toggling on the AI-generated profile option. Once the label appears, it will be visible on their profile and alongside their content, provided their media hasn't already been labeled as AI-generated. Creators who proactively add the label will not experience any change in their profile's reach.

This change reflects the growing prevalence of AI-generated content on both Instagram and Facebook, platforms operated by Meta. By imposing stricter rules, Instagram aims to ensure transparency and maintain the integrity of its platform, especially as AI-generated content becomes increasingly prevalent in the digital landscape.