Instagram Says It’s Pulling the Mask Off AI Influencers

Effective immediately — at least in theory — Instagram is requiring profiles of fake influencers to carry an “AI-generated profile” badge directly beneath the handle and display name in the account’s main bio header.

In a blog post titled Bringing More Transparency to AI-Generated Profiles on Instagram, the Meta-owned social network said Monday that the goal is for viewers to know they’re seeing an AI-generated profile rather than a human one. Previously, some of these accounts carried an AI creator label, which could easily be mistaken for a human who uses AI to create content.

An AI-generated profile label is also supposed to appear on the AI influencer’s individual Feed posts, Reels and Story overlays. Instagram said that AI profiles that don’t implement the label will have their accounts forcibly demoted, meaning posts would be restricted from being recommended to non-followers until the creator adds the label. Those restrictions would apply to Reels, Explore and in-feed suggestions for other Instagram users.

CNET viewed accounts for about a half dozen popular AI-generated accounts, including Tilly Norwood, Aitana Lopez, Lil Miquela and Imma. As of 11 a.m. PT Monday, none of these carried the “AI-generated profile” label.

According to Instagram’s blog post, the change was motivated by user feedback requesting that any AI-based identity be clearly labeled. “We’ve heard that people don’t like seeing a profile that seems human, only to find out later that the person featured is AI-generated,” the company wrote.

Two years ago, Meta introduced ways to label AI-generated images across its social networks, but it has not introduced rules to demote accounts that post such content. Like other social networks, Instagram is dealing with an influx of AI slop. In July, Instagram rolled back an update that allowed people to create deepfakes of other people’s profiles.

How Instagram’s AI label should work

In its post about AI-generated profiles, Instagram said that accounts that already have an AI creator label will have a chance to review and confirm the change to an AI-generated profile or remove the label entirely if that has changed. Presumably, that could happen if a human took over a profile previously generated by AI.

Instagram said there’s an appeals process if an account owner feels they were mislabeled. A successful appeal would get a profile back in recommendations.

There are some additional questions about how widespread the labels will be. For now, Instagram said the badge only appears on mobile, not on “computers,” which likely means it won’t show up on desktop versions of Instagram.

In a Help Center post, Instagram says that the AI-generated profile label can help build trust with audiences, increase transparency on Instagram and keep accounts eligible for recommendations.

Omar Gallaga has covered technology, digital culture and other topics for outlets including CNET, NPR, WIRED, Texas Monthly, MSNBC, Consumer Reports, The Washington Post, the Los Angeles Times, The Atlantic and the Austin American-Statesman, where he was a longtime tech reporter, editor and podcaster. He lives in the Texas Hill Country.

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