Instagram has announced a new policy to label AI-generated profiles more clearly, aiming to prevent users from being misled by accounts that feature AI-generated people. The updated label 'AI-generated profile' is designed to inform users that the subject of the profile was created or substantially created with AI. Creators who fail to label such profiles risk reduced reach, while those who do will not face penalties for using AI in their profiles.

The change comes in response to growing frustration with AI-generated content, particularly in health and wellness contexts, where AI influencers have been promoting products and services. For instance, a Wired investigation revealed networks of AI-generated influencers on platforms like Instagram, raising concerns about the authenticity of online interactions. Similarly, the New York Times found hundreds of AI-generated health and wellness personalities on social media, making it difficult for users to distinguish between real and AI-generated content.

The timing of this policy is significant, following a backlash over an AI tool that allowed users to generate images using other people’s likenesses without their consent. This incident highlighted the importance of transparency in AI usage on social media platforms. The policy also comes after Meta, the parent company of Instagram, faced a $18 billion settlement over allegations concerning the effects of Facebook and Instagram on children and teenagers, and as part of the agreement, introduced restrictions on daily usage and notifications.