Instagram limits the reach for AI influencers without ‘AI labels’

Instagram is cracking down on AI influencers who do not disclose their use of artificial intelligence. The platform announced changes to how it labels AI-generated profiles, aiming to provide users with clear information about whether they are interacting with a real person or an AI-generated account. In a blog post, Instagram stated that it wants to inform users when they are viewing an AI-generated profile instead of a human one.

Previously, some AI-generated accounts were labeled as "AI creator," which could be easily mistaken for a human using AI tools for content creation. However, Instagram will now rename this label to "AI-generated profile" to make the disclosure more understandable. The new label will be applied to posts, Reels, and Stories created by AI influencers.

If an account fails to use the label, its reach could be limited, preventing its content from being recommended to non-followers on Reels, Explore, and feed suggestions. Instagram cited concerns that users often find it disingenuous when a profile appears human but is later discovered to be AI-generated. This move comes as generative AI becomes more prevalent in content creation, and AI influencers are increasingly common across various social media platforms.

The announcement follows a backlash over an Instagram AI tool that allowed users to generate images using likenesses of people without their explicit consent, which Meta subsequently removed. Additionally, Meta recently agreed to a $18 billion settlement with U.S. states and territories to address claims that Facebook and Instagram adversely affected children, leading to new protections for young users, such as default daily time limits and nighttime access restrictions.