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Policy & Regulation

Instagram to Limit Reach of Undisclosed AI-Generated Profiles

Instagram will label AI-generated profiles and limit reach of undisclosed accounts, responding to user frustration over AI influencers.

AI News Feed · 2026-09-01 05:50

Under the new policy, creators who do not properly label an AI-generated profile could see their reach reduced. Creators who use the label will not be penalized simply for having an AI-generated person as their profile subject. Instagram said the label is not meant for every use of AI; people who use AI to edit photos, polish captions, create graphics, or make other creative tweaks do not need to use it.

According to Instagram, the change comes partly in response to users who have stumbled across profiles that looked like they belonged to real people, only to find out later that the person was completely AI-generated. "As generative AI becomes a bigger part of how people create, we've heard that people don't like seeing a profile that seems human, only to find out later that the person featured is AI-generated," the company wrote. "They want to know when a profile features an AI-generated person."

The timing is notable, TechCrunch said, as frustration over AI-generated content has grown with the spread of AI influencers. Earlier this year, the gay dating app Goose became the subject of a Wired investigation after a network of apparently AI-generated male influencers promoted the app on Instagram. Wired found more than two dozen accounts that appeared to feature AI influencers, some of which reportedly reached out to potential users through direct messages to get them to sign up. The New York Times reported in July that it found hundreds of AI-generated doctors, healers, and wellness personalities on social media promoting supplements or making health claims.

The announcement comes after Instagram faced backlash over an AI tool that allowed users to generate images using other people's likenesses, TechCrunch reported. Users objected to having their public Instagram content used without an explicit opt-in, and Meta removed the feature. Last week, Meta reached an $18 billion settlement with U.S. states over allegations concerning the effects of Facebook and Instagram on children and teenagers. As part of the agreement, Meta will introduce a default two-hour daily usage limit for teens across Facebook and Instagram, a "Night Mode" block, muted notifications during school hours, and other restrictions.