Instagram is requiring profiles featuring AI-generated personas to use a new "AI-generated profile" label or face reduced reach. The change targets accounts that "feature an AI-generated person" rather than all AI content, replacing the previous optional "AI creator" label. Meta says the move responds to community feedback about profiles that appear human but are actually AI-generated.

The Guardian and The New York Times recently exposed waves of AI influencers promoting apps and wellness products, some falsely claiming to be doctors. While such content doesn't explicitly violate Meta's rules, it raises misinformation concerns. "We've heard from our community that they don't like coming across a profile that seems human, only to find out later that the person featured is AI-generated," an Instagram spokesperson said.

Accounts with AI humans not using the label "may soon see limits to their reach," the spokesperson added. Creators who believe they were wrongfully penalized can appeal via Instagram's Account Status dashboard. The policy stops short of a broader crackdown on AI-generated content across the platform.