Instagram announced on Monday that it is changing how it labels AI-generated profiles and will begin limiting the reach of accounts featuring AI-generated people without proper disclosure.

The platform said it is renaming its existing “AI creator” label to “AI-generated profile” to make the disclosure clearer and easier for users to understand.

The new label will indicate that the person featured on a profile was generated or substantially created using artificial intelligence.

Under the new policy, creators who fail to properly disclose an AI-generated profile could have their reach reduced.

However, those who use the new label will not be penalised simply for featuring an AI-generated person on their profile.

Instagram clarified that the label will not apply to every use of artificial intelligence.

Users who rely on AI to edit photos, refine captions, create graphics or make other minor creative adjustments will not be required to use the “AI-generated profile” label.

Instagram said the change is partly aimed at addressing concerns from users who have encountered profiles that appeared to belong to real people, only to discover later that the individuals featured were entirely AI-generated.

“As generative AI becomes a bigger part of how people create, we’ve heard that people don’t like seeing a profile that seems human, only to find out later that the person featured is AI-generated,” Instagram wrote.

“They want to know when a profile features an AI-generated person.”

The move comes amid growing frustration over AI-generated content, as AI influencers become increasingly common across social media platforms.