Instagram on August 31, 2026 renamed its AI creator label to “AI-generated profile” and said it will limit the reach of profiles that feature an AI-generated person but do not carry the label, in an announcement on its creators blog.
Under the updated policy, accounts whose profile features an AI-generated person rather than a human are expected to self-identify. Instagram said the change is intended to make it clearer to people when a profile features an AI-generated person rather than a human, and that it will restrict the distribution of profiles that feature an AI-generated person and fail to add the label.
Why Instagram Changed the Label
Instagram said the update builds on what it learned from the AI creator label it began testing earlier in 2026. The company said it heard from users that people do not like seeing a profile that appears human, only to learn later that the person featured is AI-generated, and that people want to know when a profile features an AI-generated person.
The renaming is meant to make the disclosure plainer. Instagram said creators who previously added the AI creator label will now see the new name and have an opportunity to review the AI-generated profile label, confirm whether it still fits, or remove it if it no longer applies.
The company drew a distinction between accounts built around an AI-generated persona and creators who merely use AI tools. Creators who simply use AI tools as part of their creative process do not need to add the label, Instagram said.
How the Label Works
For unlabeled profiles that feature an AI-generated person, Instagram said creators can and should apply the label by editing their profile and toggling on AI-generated profile. Once applied, the label begins to appear on the profile and alongside the account’s content, if the specific media does not already have a label indicating it was created or edited with AI.
Creators who proactively add the AI-generated profile label will not see a change to their profile’s reach, the company said.
The profile-level label is distinct from labels applied to individual posts. Instagram’s Help Center documentation describes the label as a profile-level tag for accounts that regularly post AI-generated or modified content, appearing on the profile page, in search results, next to content in Feed, Reels, and Stories, and beside comments or messages. Unlike individual AI content labels on specific posts, the label applies to the entire account, and the Help Center says it is intended to increase transparency without affecting content distribution.
Reach Limits and Appeals
Creators who do not appropriately label their AI-generated profiles may see limits to their profile’s reach, Instagram said. Unlabeled profiles that the company detects will be notified and can check Account Status to see whether they are no longer eligible to appear in recommendations.
For unlabeled profiles that become non-recommendable, Instagram outlined two paths back to being recommendable. A profile owner can add the AI-generated profile label so the profile accurately reflects its AI-based identity, or appeal the decision. The company acknowledged its systems might not always be perfect, and said creators can check Account Status to see whether there are any limits to their reach and appeal restrictions they believe were made in error. If an appeal is successful, the profile and its content will be eligible to appear in recommendations again.
Instagram described the change as part of its ongoing effort to improve transparency, and said it hopes it helps people better understand who or what is behind the content they see on the platform. The company directed creators to its Help Center for more detail about the AI-generated profile label.
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