Instagram to curb reach of unlabeled AI personas
Instagram now requires accounts featuring AI-generated people to use a new "AI-generated profile" label, replacing the older optional "AI creator" tag. Profiles that skip the label may see reduced visibility, according to the company. The policy specifically targets misleading AI influencers, while other forms of AI content remain unaffected.
The new policy replaces the optional "AI creator" tag with a mandatory "AI-generated profile" label for accounts centered on AI personas. Instagram warns that non-compliant accounts may face reduced visibility, with appeals available through the Account Status dashboard.
The change follows investigative reports from The Guardian and The New York Times documenting AI-generated influencers promoting apps and wellness products, including fake doctors. An Instagram spokesperson cited community frustration with profiles that appear human but are AI-generated. The policy specifically targets AI personas, leaving other AI content unaffected.
This policy could reduce the reach of deceptive AI personas, potentially limiting misinformation spread from fake influencers posing as experts. Brands and marketers using AI influencers may need to adjust strategies. However, since the policy only targets AI personas, other AI-generated content remains unaffected, so users may still encounter AI slop elsewhere. The effectiveness depends on enforcement and whether users notice the labels.