Instagram is tightening its grip on artificial intelligence (AI)-fuelled content, with a fresh crackdown on accounts that pretend to be human. The social media giant has decided to rename the ‘AI creator’ label to ‘AI-generated profile’, aiming to provide clarity to users.

The move comes after Instagram received feedback that users dislike stumbling upon profiles that appear to be human, only to discover they are AI-generated. In a bid to alleviate user frustration, Instagram will penalise accounts that fail to self-label their AI-generated profiles, limiting their reach. This means that posts from unlabelled AI accounts won’t be recommended to non-followers in Reels and Explore.

However, the new rules won’t extend to those who use AI tools to generate content. This means that users will still have to sift through both human and AI-made content. Profile owners who feel wrongly flagged can appeal the decision, providing a semblance of fairness.

Adam Mosseri, Instagram’s boss, has taken a brave step in acknowledging the issue. The new measures suggest a commitment to transparency and a more informed user experience, but questions remain: where does this leave the authenticity of our online interactions?