Instagram renamed the AI creator label to AI generated profile

Instagram renamed its profile label from "AI creator" to "AI generated profile". Social Media Today reported the change on 2026-08-31 (page read 2026-10-02). The label text now says the profile's images may feature AI-generated characters, and the original label, according to the same report, arrived in May 2026.

What does the report say changed?

Three points, all from the Social Media Today article.

Does the rename change what you must do?

The report as read here describes a new name and description, not a new duty. If your account presents an AI-generated person, the report says Instagram limits the reach of profiles that do not label. Read Instagram's own help page for the current rule; we did not fetch it.

Which accounts does it touch if you use Sume?

Any account whose main character comes from Avatar 1.0 or a generated image. An avatar is a reusable generated character by design, so an account built on one fits the description in the report. A one-off product still or a real presenter in a real room does not obviously fit it, though a generated person in a post may.

When the character is AI-made, label the profile. The report says unlabeled AI personas have their reach limited, so check the label is set.

What should you do this week?

List every account you run that shows a generated person, whether a named character, a mascot with a human face or a voiceover persona. For each one, open the profile settings and check whether the label is set. Then check the date of your last review of Instagram's rules, and put the next one on the calendar.

If you manage several brands, a table of account, character source and label status is enough. It takes one afternoon and answers the question the next time a notification arrives.