Instagram will reduce the reach of accounts that feature AI-generated people without saying so. It renamed its "AI creator" label to "AI-generated profile". The label signals that the person shown was created or substantially made with AI. Creators who apply it will not be penalised for the AI subject alone. Editing photos, polishing captions or making graphics with AI does not require the label. Instagram says users complained about profiles that seemed human but were not. Wired found more than two dozen apparent AI influencers promoting a dating app. The New York Times reported hundreds of AI-generated doctors and wellness figures promoting supplements. Meta removed a separate AI image tool in July after user objections.