Instagram takes action against AI accounts masquerading as real users.

Instagram is stepping up to tackle the growing issue of fake AI-influencer accounts that are becoming increasingly difficult to identify. The platform is changing the “AI creator” label to “AI-generated profile” to clearly indicate when a profile features an AI-generated persona rather than a real person.

“We’ve heard that users dislike encountering profiles that appear human, only to discover later that the individual is AI-generated,” Instagram stated in a blog update. “They want transparency regarding AI-generated profiles.”

In response, Instagram will actively seek out accounts that fail to label their AI-generated profiles and impose penalties by restricting their reach. This means their posts won’t be shown to non-followers in Reels and Explore. However, profile owners will have the option to appeal if they believe they’ve been incorrectly flagged.

Instagram clarified that users who create content using AI tools are not required to add the label. While this move won’t completely filter out AI-generated content on the platform, it’s encouraging to see Instagram’s leadership take this initial step.