New Delhi: Instagram is testing a new account-level label that identifies creators who regularly publish AI-generated content, as part of a broader push towards transparency around digital creation practices.
The feature allows eligible users to self-identify as an “AI creator”, with the label appearing on their profile bio and alongside their posts across surfaces such as Feed, Reels and Explore.
The move builds on the platform’s existing “AI info” labels, which can either be manually applied by users or automatically added when AI-generated elements are detected in content.
According to the platform, when both identifiers are applicable, the “AI info” label takes precedence at the content level, even if the account carries the “AI creator” tag. This distinction suggests a layered approach to disclosure, separating ongoing creator behaviour from individual pieces of content.
In a statement shared as part of the rollout, the company said, “We’re testing the ability for creators who often create with AI to label their account as an ‘AI creator’ on Instagram. The label appears on your profile and alongside your content, giving your audience more transparency into the content they see.”
It added that the feature is currently limited in availability, noting, “As a test, not everyone will have access yet, but we’ll be expanding this feature in the coming weeks.”
The platform has positioned the label as a voluntary tool designed to offer clarity to audiences about how content is produced. It also emphasised that enabling the label does not influence content distribution or visibility.
Instead, the feature is framed as part of a broader effort to help users better understand “how content is made, who’s behind it, and what’s worth your attention.”
Creators opting in can activate the label through the “Edit profile” section by toggling the feature on, after which it is automatically displayed across their account and posts.
The platform has encouraged users who frequently rely on AI tools in their creative process to adopt the label, positioning it as a way to signal transparency and maintain audience trust.
