Instagram announced on Monday a significant update to its policy regarding AI-generated profiles, aiming to enhance transparency for users. The platform will now label these accounts as “AI-generated profile,” a change intended to clarify that the individuals depicted are not real.
Under the new guidelines, creators who fail to properly label AI-generated profiles may experience a reduction in their reach. Conversely, those who adopt the new label will not face penalties for featuring AI-generated individuals.
Importantly, this label does not apply to all uses of AI. Instagram clarified that users employing AI for photo editing, caption enhancement, or graphic creation are not required to use the AI-generated profile designation.
This policy shift responds to user concerns about encountering profiles that appear to belong to real people, only to discover they are entirely AI-generated. Instagram acknowledged that as generative AI becomes more prevalent, users want clarity regarding the authenticity of profiles.
The timing of this announcement is notable, as frustrations over AI-generated content have been rising. Earlier this year, the gay dating app Goose faced scrutiny after a Wired investigation revealed a network of AI-generated influencers promoting the app on Instagram.
Additionally, reports have surfaced about AI-generated health and wellness personalities making dubious claims about supplements and treatments, raising further concerns about the implications of AI in social media.
This announcement follows backlash against an AI tool that allowed users to create images using the likenesses of others without consent, prompting Meta to retract the feature. Recently, Meta also reached an $18 billion settlement with U.S. states regarding the impact of Facebook and Instagram on youth, which includes new usage limits for teenagers.