Instagram, operated by Meta, is experimenting with a new feature that marks accounts described as "AI content creators." The test aims to make it clearer which profiles and their posts may be produced or altered wholly or partly with the help of artificial intelligence.
Where the label appears and what it says
Under the test, the label appears on the creator's profile and alongside posts and Reels. Tapping the label displays this notice:
"This account publishes content that was generated or edited with the help of artificial intelligence."
According to Meta, the label lets account holders communicate more transparently when their content is partially or fully created with AI — meaning elements visible in a video or post might not be entirely real.
Optional and complements an existing per-post marker
Crucially, enabling the label is optional: the account owner can choose whether to activate it, a point highlighted by Engadget. Instagram already has an "AI info" marker that can indicate for individual posts that artificial intelligence may have been involved. The new profile-level label is broader: instead of tagging specific posts, it signals that a given account is more likely to publish AI-produced material.
It remains uncertain how many users will opt into the label and how much the change will improve overall transparency on the platform.
