Meta to limit reach of AI-generated profiles on Instagram

Meta, the social media giant, has announced changes to its policies regarding AI-generated profiles on Instagram. The company is renaming the existing "AI creator" label to "AI-generated profile" and intends to limit the reach of profiles that fail to adopt the new disclosure.

The update specifically targets profiles where the featured person is entirely AI-generated, rather than human creators who utilize AI tools in their content production. Instagram will notify unlabelled accounts that feature an AI-generated person and restrict their visibility in recommendations. Affected users can check their "Account Status" for details.

This move responds to user feedback, as many have expressed a desire for clearer identification of AI-generated individuals. By implementing explicit labelling, Meta aims to enhance transparency and user trust on the platform.

The policy change may also impact collaborations between brands and AI influencers. Reduced visibility could alter how companies engage with AI personas, despite potential benefits like cost-effectiveness and enhanced control that AI influencers offer to brands.

Meta has not yet specified whether similar labelling requirements will extend to its other platforms, such as Facebook and Threads. The company's broader goal is to improve clarity and user confidence across its social media ecosystem.