Instagram will implement new actions to deal with profiles that do not represent real people, but rather avatars developed with the support of artificial intelligence. The platform plans to restrict the visibility of such accounts if they do not provide proper identification.
Meta's social network stated on its blog that this change is part of ongoing efforts to increase transparency, hoping that this will help users better understand the origin of the content displayed on Instagram.
The platform will replace the current 'AI creator' label with 'AI-generated profile'. This modification will serve as a basis for implementing other guidelines. According to the company, the goal is to make explicit that a profile has an AI-created personality and not a human being.
With the introduction of this new tag, an additional policy will be established: Instagram will limit the reach of profiles that use AI-generated human figures without adequately identifying themselves. Consequently, these profiles will no longer be suggested to users who do not follow them. The owners of these accounts will have the option to contest this decision.
The new designation 'AI-generated profile' will be automatically applied to all profiles that previously had the 'AI creator' badge. However, Instagram offers the option to remove this badge if the profile features an authentic human being.
AI-created influencers have been gaining prominence on social media. Figures like Emily Pellegrini and Aitana Lopez act as real people, posting videos set in sophisticated restaurants, festivals, and sporting events. However, this is only one aspect of the problem.
The measures adopted by Instagram come months after reports exposed how AI-generated avatars are being used to advertise products on the network. Although deepfakes are not new, they have become much more realistic and their creation is more accessible than ever.
An investigation conducted by The Guardian identified such profiles promoting both applications and clothing brands, without any indication that the material was advertising.
Additionally, The New York Times discovered hundreds of AI-generated personas disguised as doctors and influencers to promote dietary supplements and medications, promising superiority over conventional treatments. The campaigns specifically target elderly women with health issues.
The same newspaper also located real influencers who demonstrate how these campaigns are designed, as well as a Chinese company specializing in producing this type of content with technological assistance.