Instagram updates AI profile labeling amid detection inaccuracies

Instagram is implementing a new policy to improve transparency regarding artificial intelligence on its platform. The company is replacing the ‘AI Creator’ label with ‘AI-Generated Profile’ to more clearly distinguish accounts where the primary identity or persona is synthetically created from real human users.

Under these new rules, profiles that represent an AI identity but fail to use the appropriate label may face reduced visibility and limited reach in user recommendations. However, the policy distinguishes between an AI-generated persona and human creators who simply use AI as a tool for editing photos, text, or graphics.

Despite these transparency efforts, users and technical reports indicate significant issues with Instagram’s detection accuracy. There are widespread reports of the system incorrectly flagging real photographs as ‘AI Content’—particularly those edited with assistive tools like Canva’s background remover or minor retouching features. Conversely, some entirely synthetic images have reportedly bypassed detection. Tests suggest the system may be more consistent at identifying content produced within Meta’s own ecosystem than recognizing general generative AI from external sources.