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Fake humans that fail to self-label will have their reach limited.

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ShareGift “AI creator” accounts like Aitana Lopez will get a new “AI-generated profile” label. Image: Aitana LopezThomas RickerCloseThomas RickerPosts from this author will be added to your daily email digest and your homepage feed.

Instagram is finally taking steps to address the rise of fake AI-influencer accounts that have gotten harder to spot. It’s also renaming the “AI creator” label to “AI-generated profile” to make it clear when a profile features an AI-generated person that’s not a real human being.

“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,” said Instagram in a blog post. “They want to know when a profile features an AI-generated person.”

To that end, Instagram will be hunting down accounts that don’t self-label their AI-generated profiles, and penalize them by limiting reach. That means their posts won’t be recommended to non-followers in Reels and Explore. Profile owners can appeal the decision if wrongly flagged.

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