What does Instagram's AI info label mean?
What the AI info label on Instagram is, why it matters, and how to share content you made with AI transparently.
The SeriHook team
You've probably seen “AI info” on some Instagram posts. The label tells viewers that the content was created or significantly altered with AI. This post explains what the label means and why being transparent is the right choice when you make content with AI.
What the label is for
Images, audio and video made with AI are getting harder and harder to tell apart from the real thing. The label tells viewers how what they're seeing was made. The goal isn't to punish the content, but to make sure viewers are informed.
Meta asks people to disclose when they share realistic video or audio that was created or altered with AI. The label can be added by the person posting, and the platform can also add it based on industry-standard signals in the content. Because the details of these rules can change over time, we recommend checking Meta's own help pages for the current version.
Does the label reduce reach?
We don't know of a reliable source that answers this definitively, so we won't promise anything. What we do know: trying to hide the label backfires when people find out. If your audience learns another way that your content was made with AI, the fact that you hid it gets more attention than the content itself.
Practical tips for being transparent
- Keep the label on. Mark everything you make with AI.
- Still check the content yourself. AI can get facts wrong. Watch every episode before it's published and check that it's accurate.
- Don't impersonate real people. Using someone else's voice, face or name as if they were speaking is unethical and against platform rules.
- Don't use unsourced numbers. If you cite a statistic, know where it comes from. If you use a representative example, say so clearly.
- Be careful with sensitive topics. Avoid definitive claims about health, finance and law, and note that the content is for information only.
AI doesn't mean “fake”
A video made with AI isn't the same as a misleading video. An educational video whose script was checked by an expert, that gives accurate information and is voiced with AI, offers real value to viewers. The label only describes how it was made; you decide what it's worth.
What SeriHook does about it
Every video published with SeriHook is marked as made with AI when it's sent to Instagram. This setting can't be turned off. On top of that, every episode waits for your approval by default, so every video that goes live is one you've watched and approved. You'll find the prohibited content types in our acceptable use policy.