Instagram said on August 31 it would rename its “AI creator” label to “AI-generated profile” and reduce the reach of accounts that feature AI-generated people without disclosure.

The change follows user complaints about profiles that appeared to belong to real people.

The label applies when the person featured on a profile is generated or substantially created with AI.

Users who only use AI for photo edits, captions, graphics, or other creative tweaks do not need the label. Properly disclosed AI-generated profiles also will not be penalized simply for featuring an AI-generated person.

The change comes amid wider scrutiny of AI influencers and shortly after Meta removed its Muse Image feature from Instagram after backlash.

It also reflects a broader shift across regulators and platforms.

The US Federal Trade Commission (FTC) said endorsements must avoid deception and disclose material connections, while TikTok provided guidance on AI-generated content, and YouTube updated its AI labels in May 2026.

🔗 Source: TechCrunch

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