May 11, 2026, 7:35 am | Read time: 3 minutes
When scrolling through Instagram feeds, it’s often unclear whether content is real or created with artificial intelligence. Images of landscapes, portraits, or short videos can now be entirely artificially generated or only slightly altered.
These changes are sometimes so subtle that they are hardly distinguishable from real photos. This makes it increasingly difficult for users to identify AI content. Instagram is responding to this development and is looking for solutions to provide more clarity.
New Profile Label for AI Content
According to its own statements, Instagram is currently testing a new label for profiles that regularly publish AI-generated or edited content. This label is voluntary and appears directly in the profile under account information as the note “AI creator.” Tapping it will display an explanation indicating that content on the profile was created or altered with AI. Additionally, this notice should also be visible on individual posts and reels. This way, users can recognize while scrolling that an image or video may not have been traditionally captured.
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The new approach differs from previous measures. Until now, the focus was on individual posts. Since July 2024, the “AI info” notice shows whether AI was used in specific content. Now, Instagram is focusing on the entire account. The basis for this is the information provided by the content creators themselves. Users should be able to quickly assess whether AI is used occasionally or is a regular part of the profile. However, it remains unclear whether Instagram will also separately label genuine content in the future.
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Activation Lies with the Creators
The new label only appears if creators activate it themselves. To do this, they must toggle the corresponding switch in the profile settings. Instagram sees this as a way to build trust and be transparent about the use of AI. At the same time, the platform emphasizes that using the label should not affect the reach or distribution of posts. For many creators, this is likely an important point.
Possible Mandatory Labeling?
Currently, it is not known when the label will be available to all users. The further development is also open. It is possible that Instagram will continue to rely on voluntary labeling. A stricter solution is also conceivable, where accounts are automatically marked if they regularly publish AI content. For users, this would provide more reliable guidance, as they would not have to rely on voluntary information.