Instagram is testing an "AI Creator" label to be voluntarily activated by creators.

Instagram is testing a voluntary "AI Creator" label for profiles to signal that they regularly publish content generated or modified by artificial intelligence.

Instagram is testing an "AI creator" label that accounts can voluntarily activate to signal that they regularly publish content generated or modified by artificial intelligence. The feature was announced by the official @creators account and is being rolled out in a testing phase to a portion of users, with an expansion promised in the coming weeks.

The label appears on the profile, below the username, and accompanies the creator's posts in the feed, Reels, and Explore. When a visitor taps it, a message indicates that the profile publishes AI-generated or AI-modified content. This new feature complements the "AI info" tags already applied on a case-by-case basis to individual posts, which are sometimes activated automatically and sometimes manually.

Activation is done through the profile editing screen, via a simple "AI Creator Label" toggle. Once enabled, the label applies to the entire account and its future posts. Meta emphasizes that its use has no impact on reach, distribution, or algorithmic recommendations, a message intended to alleviate the concerns of creators who might fear penalization.

For now, the mechanism remains self-service, but Meta indicates it is considering automatic application in case of frequent detection of generative tool usage. The feature is part of the broader response from major platforms to criticism regarding the proliferation of unidentified synthetic content, and to increasing regulatory demands for AI traceability in the public sphere.