Turn On the AI Profile Label
Turn on the AI-generated profile label if the account features a photoreal AI person. Instagram can limit recommendations when that label is missing.
Turn on the AI-generated profile label when the Instagram account features a photoreal AI person. From 31 August 2026, Instagram's rule is that creators should enable it in profile settings. Accounts that skip it can lose recommendations until they add it. People who only use AI to edit captions or graphics are not the target of this profile toggle.
Profile, not only posts
A label on one reel does not mark the account. The profile label shows on the profile and near the content. If the person is the brand, the profile is where the disclosure lives.
Recommendations are the stake
Followers can still see you. Discovery in Reels and Explore is what unlabeled photoreal profiles risk. A new account lives on discovery. Turn the label on before you chase reach.
Impersonation is a different rule
The label does not make it acceptable to use a real person's face. An AI face built from someone and passed off as them is impersonation. Use an original host.
A worked example
A new account with one locked photoreal host. Profile label on before the first reel. The host is not a celebrity and not a customer. Posts still get the realistic-media label when the voice is cloned.
Before you post
- The profile toggle is on.
- The host is not a real person's likeness.
- Post labels are still used for realistic audio.
Where Scro fits
Scro is where that original host is locked and reused. Label the profile, approve stills, and post the 9:16 reel with the media label when the voice is realistic.
Label the AI profile. Finished samples are on the examples page.
Related: An AI Influencer Week of Posts.