Accounts that feature synthetic people will start losing reach on Instagram unless the AI generation is disclosed. The platform is also renaming its AI creator label to AI-generated profile.
Under the renamed label, viewers are told when the face they see was created by a model rather than a person. Creators who skip the label could see reduced distribution, while those who use it will not be penalized just for featuring an AI person.
The change responds to users who followed profiles that looked human, only to learn the person was synthetic. It follows a Wired investigation of AI-generated influencers promoting a dating app, and a New York Times report of hundreds of AI doctors and wellness personalities making health claims.
Light-touch AI help is exempt. Editing a photo, polishing a caption, or building graphics does not trigger the disclosure requirement.
The move arrives as Meta faces pressure over AI content and teen safety. Last week the company agreed to an $18B settlement with US states over platform effects on children, adding a default two-hour daily limit for teens. The label change also follows Meta’s removal of a likeness tool that generated images of real people without opt-in.
