Instagram will reduce the reach of accounts that present an AI-generated person as human without labeling the profile. Posts from detected accounts will no longer be recommended to non-followers in Reels or Explore, although owners can appeal if the system flags them incorrectly.
The platform is also replacing the label “AI creator” with the clearer phrase “AI-generated profile.” Instagram says users dislike discovering only later that a person shown throughout an account does not exist, and the new wording is intended to make that status explicit.
The policy targets profiles built around a synthetic identity, not every account that uses generative tools. People who create individual AI images or videos do not have to apply the profile label under this change. As a result, it will not remove or identify all generated material in feeds.
Limiting recommendations rather than immediately deleting an account gives Instagram an enforcement option short of a ban, while the appeal process matters because detection can be wrong. The practical effect will depend on how reliably the company identifies synthetic personas and whether reduced distribution removes the incentive to conceal them. For users, the update offers more context about who—or what—they are following, but it is not a general filter for AI-generated content.