• New optional label clarifies when accounts share AI-generated content
• Meta seeks greater transparency while keeping the feature voluntary on Instagram

Instagram is testing a new feature that allows users to add an optional label identifying their accounts as AI content creators, in a move aimed at increasing transparency around digitally generated material on the platform.

The new label will appear clearly on users’ profiles, as well as alongside posts and Reels across the app, with a notice stating that the account publishes content created or modified using artificial intelligence.

Meta says the update is intended to improve clarity around AI-driven content on Instagram, noting that the new wording is more explicit than earlier labels that suggested content “may” have been generated or edited using AI tools.

However, the feature remains entirely optional, meaning many users may continue posting AI-generated content without applying the label or relying on less clear disclosures.

The company’s Oversight Board has previously highlighted inconsistencies in content labeling, citing difficulties in reliably detecting all AI-generated material across Meta’s platforms.

Meta is encouraging creators who frequently use AI tools to enable the label, saying it helps build trust by clearly informing audiences about the nature of the content they see.