Being Real, a competitive advantage? Let’s talk about AI labels.
Updated: 13 hours ago
What if your Instagram page was labelled as an AI-generated profile through your content?
Digital has always been an ever-changing space, and AI is the next change we face. A change in how we create, but also in the viewing experience of audiences on social media.
As Instagram and Facebook update their AI labels for content, we as the creative industry are left with questions we need to be considering. From what AI Labelling means for brands, both business and personal, to how we approach online presence, reputation, and audience trust. From how we tackle content design and editing in the AI world to how we protect brand credibility and content and page performance.
1. UNDERSTANDING INSTAGRAM AI LABELING.
Instagram and Facebook introduced their AI labelling steps to improve transparency and help consumers distinguish between AI and authentic content, brought on by a simple customer insight: not liking being misled by AI profiles thinking they are real. This also lands in a time where we see increased conversations around misinformation.
1.1 Types of Labels and when they apply:
a) AI Info Label: Content Labeling
Applies to individual posts, images, or videos that were created or edited using AI. The label is automatically applied to content by Instagram using indicators embedded in content files to identify AI use. Instagram says the platform is getting better at identifying AI content vs. AI-edited content, but online conversation in the creator community shows there is still a possibility of editing flagging content as AI.
b) AI-generated Profile: Account-level labeling
31st August 2026, IG updated their label from AI creator to AI-generated Profile. This label identifies accounts featuring AI-generated people or personas rather than real people in their feeds. It does not automatically apply; however, pages using AI-generated people, especially in recommendation or discovery areas, that do not disclose or add the label will have their reach restricted.
2. UNDERSTANDING INSTAGRAM AI LABELING.
Reach and Visibility: Instagram has confirmed that restrictions will be placed on undisclosed AI profiles and content using AI people. While there is no set rules, it still will influence overall performance. Additional regulations will also apply to content and ads run internationally to the EU, as ads will need to meet the EU Artificial Intelligence Act. Content perceived as misleading can also lead to further penalties like content removal or blocking.
Credibility and consumer trust: Research done by Social Sprout in 2025 found that 55% of social media users are more likely to trust brands committed to publishing human-created content. 52% are concerned about brands’ use of AI without disclosure. Additionally, from global marketing trends, we see younger audiences gravitating to content that feels more real, increasingly engaging with creator -led, behind-the-scenes, and everyday experiences. This has led to larger brands creating behind-the-scenes content posted alongside their ads to show that the ads are human-made (Apple, Coca-Cola, Windhoek Lager 100% real campaign, and more). Online discussions on Reddit about content voice suggest there is a drop in view duration of content identified with the AI label.
These are not just abstract facts; in Namibia, online conversation has started to reflect a shift in views of AI content, with brand need hiding negative comments about AI content. With 71.1% of Namibia’s population under the age of 35, a key emerging purchasing power, sits within audiences becoming more skeptical about AI on social media. Additionally, local media reporting on AI has increased, both positive and negative, raising questions about legislation, misinformation, and scam implications around AI, furthering skepticism.
AI labels can potentially impact how audiences interpret the authenticity of your content and brand, and the sense of credibility in how you relate to them and the information you present.
This is not to say that all Namibians hate or are moving away from AI or that one should never use AI, but it brings about real questions around brand reputation to be addressed and considered. Are we ok with our brand being labelled an AI-generated profile?
Brand connection: overreliance on AI imagery risks making communication feel less personal, sincere, and relevant to community and people. This can influence brand reputation if it is seen to go against the publicly communicated brand and values. Overall, brands need to be ready for the fact that AI is a topic that is charged with both good and bad and will create debate around the content and brand.
But with this change, there is an opportunity to strengthen the quality and credibility of your brand’s digital communication. As our audiences’ feeds become more cluttered with AI, show them an investment in real. AI can still be a strong tool for planning, brainstorming, and conceptualizing, but moving to more human-led content (video & photography) when it comes to execution is still the champion at representing real Namibian consumers, environments, and experiences. Increase credibility with content and reduce labelling concerns and limitations on platforms.
As our digital landscape changes, it is an important to ask yourself this question and where we want our brands to place to future-proof your brand’s digital presence to he where you want it to be.
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