Instagram has introduced a new account label for creators who regularly use artificial intelligence tools to produce content, adding visibility to AI-generated material across the platform.

Creators can now toggle on an “AI creator” tag within their Instagram profile settings, which applies the label to both their profile display and any content they post. The label includes a disclosure stating that the account regularly uses AI creation tools.

Instagram described the update as an extension of its existing labeling system: “This new label builds on our existing ‘AI info’ labels that you can apply when posting AI content and that we automatically add whenever we detect that AI tools were used in the creation process.” When both labels apply to a piece of content, the “AI info” label takes precedence over the “AI creator” label.

The feature is not yet available to all users but will expand “in the coming weeks,” according to Instagram.

Context: Mosseri’s Warning

The launch follows a January warning from Instagram head Adam Mosseri, who said AI tools would soon be capable of replicating any creator’s work and producing content indistinguishable from human-made posts. 

In a December 31 post outlining his outlook for 2026, Mosseri wrote that “authenticity is fast becoming a scarce resource,” as synthetic content increasingly fills social feeds.

Mosseri argued that as AI-generated content scales, individual creators will become more valuable because audience trust is shifting away from institutions and toward people. He framed the ability to produce work that “could only come from them” as the defining competitive advantage for creators going forward.

Instagram has separately updated its algorithm to place greater weight on original content, deprioritizing material that appears overly templated or automated. The AI creator label rollout runs alongside those distribution changes, which took effect in December 2025.

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