Instagram clamps down on AI-generated profiles that masquerade as real users

Instagram is introducing stricter enforcement against artificial-intelligence accounts that pretend to be human, swapping the previous “AI creator” tag for “AI-generated profile.” Accounts that fail to self-label will have their posts deprioritized, meaning they will not appear in Reels or the Explore feed for users who don’t follow them. The company said it will actively hunt down such undisclosed profiles and limit their reach, while offering a appeals process for any wrongful flags.

Posts that are simply created using AI tools remain exempt from the labeling requirement. Instagram’s leadership highlighted that users have expressed frustration at discovering that a seemingly real profile is actually AI-driven, prompting the platform to take this first step toward greater transparency.