Meta is piloting a new label on Instagram that lets users flag themselves as an AI creator. The tag appears on the creator’s profile and under posts or Reels with the disclaimer “This profile posts content that was generated or modified with AI.” Participation is optional, especially so many posts will still carry only the more ambiguous “AI info” badge or none at all.

Meta says the move is meant to “raise the bar on AI transparency” after its Oversight Board criticized the platform’s uneven labeling practices. Existing “AI info” badges only suggest a post “may” involve AI, reflecting the company’s limited detection tools. By encouraging frequent AI posters to adopt the new label, Meta hopes to give audiences clearer cues.

Because the label is not forced, many creators may ignore it, leaving the platform reliant on vague disclosures. Critics argue that mandatory tagging or algorithmic throttling would better protect trust. As AI‑generated visuals flood feeds, the optional approach signals Meta’s cautious stance while the debate over enforceable transparency intensifies. Platforms that ignore such labeling risk user fatigue and backlash.