- Instagram changes the label 'AI Creator' to 'AI-generated profile' for greater clarity.
- Accounts that do not properly label their artificial nature will lose visibility in recommendations and Reels.
- Creators who use AI only as an editing tool do not need a label.
- The measure responds to user frustration and cases of deceptive profiles, such as virtual influencers.
Artificial intelligence has made a powerful impact on the world of social media, and in recent months it has become easy to find Instagram profiles that appear to belong to real people, but are actually populated by completely synthetic characters. This situation has generated growing unease among users, who feel confused when interacting with accounts that pretend to be human and then discover that there is no real person behind them.
Faced with this problem, Instagram has decided to take action and update its transparency policy. The Meta-owned platform has announced a change to the label that identifies these profiles, as well as new consequences for those who fail to properly disclose their artificial nature. The goal is clear: to ensure that anyone can immediately tell if they are interacting with a human being or an algorithmic creation.
New label: 'AI-generated profile'
The main change is the replacement of the previous term 'AI Creator' with the new label 'AI-Generated Profile'. This modification, as the company explained in a statement, aims to be much more explicit and avoid misunderstandings. While the previous expression could lead to ambiguous interpretations, the new wording makes it clear that the profile itself—that is, the person displayed—was created using artificial intelligence.
Account owners can voluntarily activate the label in their profile settings. Once activated, it will appear on their profile and next to posts that don't already indicate they were created or edited using this technology. Those who already use the 'AI Creator' label will see it automatically updated with the new label, but they can also review whether it's still appropriate or remove it if it's no longer relevant.
The decision to implement this change stems from community feedback during testing conducted throughout the year. Instagram states that people don't want to encounter a profile that appears human only to discover it's AI-generated. "They want to know when a profile features an AI-generated persona," the company explains, emphasizing that this information should be visible from the outset.
Loss of reach for untagged accounts
The most significant aspect of the measure is the penalty that will be imposed on profiles that fail to use the label when required. Instagram has announced that its detection system will identify accounts featuring an AI-generated persona that has not disclosed this. In these cases, the account owners will receive a notification, and the profile will no longer be recommended to users who don't follow it, including in sections like Reels, the Explore page, and other discovery areas.
This restriction drastically reduces visibility, as the content will only appear to those who already follow the account. To recover lost reach, there are two options: either add the 'AI-generated profile' label, or appeal the decision if you believe the detection was incorrect. The company itself acknowledges that its systems are not perfect and allows creators to go to the 'Account Status' section to challenge the restriction.
It's important to clarify that this requirement doesn't affect anyone who uses AI tools occasionally. Instagram has specified that creators who use artificial intelligence to support their creative process, such as retouching photos, correcting text, or designing graphics, are not required to activate the label. It's intended only for profiles where the featured figure is a computer-generated character, not for humans using technology as an aid.
Instagram's decision comes amid growing concern about the deceptive uses of this technology. In recent months, there have been cases of virtual influencers who have confused their followers, and even investigations warning of fake doctors or health advisors created with AI who recommend supplements without any scientific backing. Many users have reported feeling "deceived" upon discovering that the seemingly real lives they followed were actually digital constructs.
The impact in Spain and Europe
In Spain, this phenomenon has also produced some notable examples. Influencer Aitana López, created by the agency The Clueless, has become a leading figure in this new type of virtual celebrity, amassing nearly half a million followers on Instagram and collaborating with top brands like Llongueras. Another notable case is Alba Renai, developed by the agency Be a Lion, linked to Mediaset España, who already has over 20.000 followers and has participated in campaigns for Hyundai and in content associated with the reality show 'Survivor'.
These artificial personalities don't always clearly communicate their true nature, which can mislead their audience. With the new regulations, it is expected that these types of profiles will be clearly identified, which will improve European users' trust in the platform. Furthermore, the measure also comes after Meta faced significant legal settlements in the United States, including paying a multimillion-dollar fine to avoid a trial regarding the negative impact of its platforms on minors.
Another factor that has prompted Instagram to take action is the recent launch of features like Meta Muse Image , which allowed users to generate images referencing public accounts on the social network—a tool that drew criticism precisely because users whose photos could be used were notified. While this is a separate feature, the common goal is to regulate the use of artificial intelligence to prevent abuse.
From a practical standpoint, account administrators representing fictitious individuals should check if they have already activated the old tag and confirm that it is still valid. If they have never activated it, they now have the opportunity to do so to avoid being affected by the reach restrictions. The platform has emphasized that profiles tagged voluntarily will not be penalized, which encourages transparency.
Reactions and perspectives
The news has been welcomed by many users, who have long been asking for greater clarity about the identities of the people they see on their screens. At the same time, some content creators who regularly use AI are wondering how accurate the automatic detection will be and whether it will generate false positives. Instagram has addressed these concerns by emphasizing that those affected can appeal any decision, while also acknowledging that automated systems can make mistakes.
The updated labeling policy is just one of the many measures that major tech companies are taking in response to the expansion of generative AI. In Meta's case, the pressure is also coming from other fronts, such as European regulations that require platforms to be more transparent about synthetic content. Undoubtedly, this new measure is another step toward greater digital responsibility and sets a precedent that other social networks could follow.
In any case, the key is that the community always knows who they are interacting with. The new “AI-generated profile” label will allow users to quickly differentiate between humans and synthetic avatars, while also penalizing those who try to hide their artificial nature. With this measure, Instagram reinforces its commitment to transparency and trust, two essential elements in today's social media ecosystem where technology advances so rapidly that it is sometimes difficult to distinguish reality from fiction.
Thus, profiles detected without the corresponding label will have their visibility drastically reduced, limiting their posts to their existing followers. This penalty, as mentioned, can be reversed simply by activating the label or appealing the decision if it is considered unfair. Time will tell if this policy succeeds in curbing the proliferation of fake identities on Instagram, but it is certainly an important step forward in ensuring that users are not deceived by either real people impersonating others or by bots mimicking humans.
