As more generative AI tools become available, it’s important to be able to recognize when something may have been created with generative AI.

Labeling AI-generated content you share can help establish transparency and trust on Instagram, and in some cases it’s required. Content may be labeled automatically when it contains AI indicators, or you can label AI-generated content when you share it on Instagram.

Content that is created or edited using Meta’s AI tools and shared to Instagram as a post, story, or reel may automatically be labeled as “AI” content above or on the content, or in some cases with a visible watermark that says “Imagined with AI.”

Content that is detected to have industry-standard signals indicating that it’s generated by AI will be labeled as “Made with AI.” This includes content that is created or edited using third-party AI tools. It also includes content that is created using Meta’s AI tools, downloaded and then uploaded to Instagram.

In cases when the AI signals are not detected by Instagram, you may need to label the content yourself as “Made with AI.” In some cases, labeling is required.

Note: Not all content that is generated by AI will have a label.

Meta requires you to label content you share that has photorealistic video or realistic-sounding audio that has been digitally generated or altered, including with AI. This means that if this kind of content was created or modified with a digital creation or AI tool, you must label it before you share it.

Meta does not require you to label images that have been created or altered with AI. However, these images will still receive a label if our systems detect that they were AI-generated or if they were altered using AI.

Note: There may be penalties if you do not label content as required.

Here are some examples of digitally created content that requires a label:

Here are some examples of digitally created content that does not require a label:

You can read more about this requirement in the Transparency Center.

You have the choice to label your content as “Made with AI.” When you label your content, people will see a “Made with AI” label on your post.

Note: If you choose not to identify the content you share as made with AI, a “Made with AI” label will be applied if Meta detects that the content was made by AI.