Instagram is changing how it identifies virtual personalities on the platform by introducing a clearer ‘AI-generated profile’ label for accounts featuring people who do not exist in the real world. The Meta-owned platform is replacing its previous ‘AI creator’ tag with new wording designed to make it easier for users to understand when the person behind a profile is digitally created rather than a real individual.
The change comes as virtual influencers, fictional personalities and computer-generated models become increasingly common on social media.
The new label is specifically for profiles in which a digitally created person is the account's central identity. This includes virtual influencers, synthetic models, fictional characters, and lifestyle personalities designed to look and behave like human creators. According to Instagram, the label can be added in profile settings by turning on the ‘AI-generated profile’ option.
The label will appear on the profile and, in some cases, alongside posts where the individual content does not already carry a separate indication that it was digitally created or edited. However, the new rule does not apply to every creator who uses artificial intelligence during content production.
For example, photographers who use digital tools to improve images, creators who generate captions, or influencers who use software to make design changes do not need to label their entire account. The key question is whether the person presented as the creator is itself digitally generated.
The biggest change for creators is the potential impact on visibility. Instagram mentioned that profiles featuring digitally generated people that fail to disclose this information may not be eligible for recommendations. This means their posts may stop appearing in discovery-focused areas such as Reels and Explore, reducing their ability to reach people who do not already follow them.
Creators whose profiles are flagged will receive a notification. They can add the required label or challenge Instagram’s decision through the Account Status section if they believe the platform has made an error. Instagram has also made it clear that voluntarily adding the label will not result in a reach penalty.
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The platform said the update follows feedback from users who encountered profiles that appeared to represent real people, only to discover later that the personalities were digitally created.
The new system is less about banning virtual creators and more about making their identity visible from the beginning. The policy could also affect brands working with virtual ambassadors in areas such as fashion, beauty, travel and lifestyle. These accounts can build audiences and attract commercial opportunities, but followers may now expect clearer disclosure.
As synthetic personalities become harder to distinguish from real people, Instagram’s latest move signals a broader shift toward transparency on social platforms.