Instagram Renames AI-Generated Profile Labels and Introduces Visibility Restrictions for Unlabeled Accounts

This change is being implemented in response to user demand for a clear distinction between human profiles and AI personas, as generative AI becomes widely used in content creation. The label applies to accounts where the persona in the profile is AI-generated. Meta stated that creators who merely use AI tools during the production process are not required to set the label.

The label can be configured via the profile edit screen. Once set, it will appear on the profile; additionally, if individual posts are not labeled, the label will also be displayed on that content. Meta noted that there will be no change in reach for creators who voluntarily set the label.

Conversely, profiles that Meta detects as AI-generated but have not set the label will receive a notification. According to Meta, if an account is excluded from "Recommended" content due to the missing label, the account can be restored by either applying the label or filing an appeal.