Instagram is taking new measures against AI accounts that appear to be run by real people. The platform will change the label used on “AI creator” accounts such as Aitana Lopez to “AI-generated profile.” This wording will make it clear that the profile shows a person created with AI rather than a real human. Instagram said users do not like discovering later that a profile they thought was run by a real person was artificially generated.
Accounts that do not automatically label their AI-generated profiles will have their reach restricted; their posts will not be recommended to non-followers in Reels and Explore. Profile owners who believe they have been incorrectly flagged will be able to appeal the decision. The platform also said that people who use AI tools only to create content will not be required to add a label. The regulation does not offer an option to filter AI content.
Why it matters
The regulation introduces a transparency rule aimed at preventing AI-generated, human-like profiles from being mistaken for real people. Limiting the labeling requirement to accounts whose entire profiles were created by AI means that people who use AI tools only in content creation will not be subject to the same practice. Making it more difficult for accounts with missing labels to reach non-followers shows that visibility will depend not only on content performance but also on how the profile is identified. At the same time, while an appeal option will be available for incorrectly flagged accounts, users will not be able to automatically filter AI content within the platform; this leaves the responsibility for decision-making to the label information.
Background
Instagram is not a new name in the FikirPilot archive: we have published 5 reports mentioning this name in the last 90 days; the latest is dated 26 August 2026.