Artificial intelligence is changing social media, but it is also making online deception harder to detect. In response, Instagram has introduced a clearer “AI-generated profile” label for accounts featuring people who are entirely created using artificial intelligence.

The change replaces Instagram’s previous “AI creator” label. According to Instagram, the new wording is intended to make it immediately clear to users that the person behind a profile may not be a real human. The platform says the move follows complaints from users who believed they were interacting with real people before discovering that the profiles were AI-generated.

The development comes as scammers increasingly use AI to create convincing images, videos and voices of celebrities and public figures. These fake personalities can be used to promote fraudulent investments, giveaways, products or other schemes. Instagram itself has warned users that scammers can create realistic celebrity videos to promote fake investments and giveaways.

Instagram says accounts featuring AI-generated people that fail to identify themselves properly may have their reach reduced. Such accounts could be excluded from recommendation areas such as Reels and Explore, while account owners may have an opportunity to add the correct label or appeal Instagram’s decision.

Importantly, the new rule does not mean that anyone who uses AI tools must label their entire profile. The focus is on profiles where the person or identity itself is AI-generated, rather than genuine people simply using AI to edit photographs or create content.

For social media users, the message is simple: look beyond appearances. A realistic face, familiar voice or celebrity endorsement is no longer enough to prove authenticity. Before sending money, investing or responding to an unusual request, users should independently verify the account through trusted official channels.

Instagram’s new label will not eliminate AI scams, but it gives users another important tool for spotting what is real — and what is artificially created.