Instagram AI-generated profile label: who has to add it
Instagram renamed the AI creator label to AI-generated profile and may limit reach for unlabeled AI people. Who needs it, how to add it, how to appeal.
If your Instagram profile features an AI-generated person rather than a human, Instagram says you should turn on the AI-generated profile label, and profiles that do not may have their reach limited. If you use AI tools but show yourself, you do not need it. The label is the new name for the AI creator label Instagram began testing earlier in 2026.
The rules below are from Instagram's announcement dated August 31, 2026, read 2026-09-29. The Sume part is limited to how an avatar is created, from the avatar docs.
Who needs the AI-generated profile label?
Instagram's test is who is on screen, not which tools made the content. A profile that features an AI-generated person should carry the label. A creator who uses AI in the process but appears as themselves should not add it.
| Your profile | What Instagram says |
|---|---|
| Features an AI-generated person, such as an AI influencer | Apply the label; unlabeled profiles may see limited reach |
| A human creator who uses AI tools while showing themselves | No label needed |
| Already carried the old AI creator label | Review the new label, confirm it still fits, or remove it |
What happens if I do not add the label?
Instagram says creators who do not appropriately label may see limits to their profile's reach. Profiles it detects are notified and can open Account Status to see whether they are still eligible to appear in recommendations. Creators who add the label on their own will not see a change to their reach.
How do I add it, and how do I appeal?
Edit your profile and toggle on AI-generated profile. The label then appears on the profile and alongside content that does not already carry an AI label. If the profile was limited, there are two paths: add the label, or appeal from Account Status if you believe the decision was a mistake. A successful appeal makes the profile and its content eligible for recommendations again.
Does an avatar made with Sume count as an AI-generated person?
An avatar created from a text prompt or from structured traits (props: ethnicity, sex, age) is a person that does not exist, which is the case the label describes. An avatar created from a photo starts from a reference image you supply; Instagram's post does not say how it treats that case, so read the Help Center page it links before deciding. Either way the avatar is made with POST /v1/avatar-1.0/generate, and the label is something you set in Instagram, not in the API.
For the wider label picture, see AI info labels on Facebook and Instagram, and for building the account itself, how to make an AI influencer.
Sources
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