Instagram AI Label: What "AI Info" Means for Your Posts

"AI info" is the label Meta shows on Instagram, Facebook and Threads content that involves AI. Meta says it began adding the label when it detected industry-standard AI image indicators, or when people disclosed that they were uploading AI-generated content Source [1].

Meta also said in 2024 that it would require people to use its disclosure tool when they post organic content with a photorealistic video or realistic-sounding audio that was digitally created or altered, and that it may apply penalties if they do not Source [4]. We found no Meta help page with the steps to add or remove the label, so this guide does not invent any.

Autonomah's site says it uses artificial intelligence as a tool to produce and publish, and that a person on the brand's team approves every piece Source [3].

Two ways a post gets the label

Meta describes two triggers Source [1]:

• Detection. Meta sees industry-standard indicators that AI was used on an image.
• Disclosure. The person posting says the content is AI-generated.

Meta began adding labels to a wider range of video, audio and image content in May 2024, and the labels are now displayed as "AI info" Source [1]. The Transparency Center page is an update dated February 19, 2025 about how Meta applied a recommendation from its Oversight Board Source [1]. It is not a help article, so it does not say what the posting screen looks like.

When Meta says disclosure is required

In February 2024, Meta said it was adding a feature for people to disclose when they share AI-generated video or audio, so it can add a label, and that it would require the tool for organic posts with photorealistic video or realistic-sounding audio that was digitally created or altered Source [4]. That statement is from 2024, and we did not confirm whether it is unchanged today.

In an update dated September 12, 2024 to its April post, Meta said that for content it detects was only modified or edited by AI tools, it was moving the "AI info" label to the post's menu. It said it would still display the label on the post for content it detects was generated by an AI tool Source [5]. Our read: after an edit-only change, look in the post menu as well as under the post.

How often the label was viewed and clicked

Meta published counts for one window, October 1 to October 29, 2024. On Instagram, it reports over 1 trillion label views and over 60 million label actions, such as clicking to learn more, on organic content with the "AI info" label Source [1]. Meta also notes that its labeling method is still changing and that the data may miss some content edited with AI Source [1].

What we could not confirm

• The exact steps in the app to add the label to your own post.
• Whether and how you can remove a label you think is wrong.

We did not find Meta documentation for these on the pages we checked today. Check the sharing screen of the Instagram app, and Instagram's current Help Center, before you rely on a step from a blog, including this one.

A label is not an ad disclosure

Meta describes the label as a way to help people understand when AI is used to create content Source [1]. It says nothing about who paid for the post. If a brand pays you, sends you free product or has another tie your audience would not expect, the FTC's Endorsement Guides call for a separate clear and conspicuous disclosure of that connection Source [2]. Our guide to the FTC influencer guidelines explains where it goes. This is general information, not legal advice.

A routine for AI-assisted posts

This routine is ours, not something Meta asks for.

1. Decide before you create the post whether AI tools are part of it, and note it in your plan.
2. If the post has realistic AI video or audio, use Meta's disclosure tool, since Meta said it would require it Source [4].
3. After you publish, check under the post and in the post menu whether the label appeared Source [5].
4. Keep the original files and a note of the tools you used, in case someone asks.

The check at approval is a question about the post's files: were AI tools used, and is there realistic AI video or audio, which Meta said would need its disclosure tool Source [4]? Autonomah says a person on the brand's team approves every piece Source [3], so that approval step is where the question can be asked.

How Autonomah does it

Autonomah is an artificial creative and advertising brain that thinks, creates and publishes each brand's advertising Source [3]. It uses the brand's own photos when it has them and produces the images when it does not Source [3]. How Instagram labels a post depends on detection and disclosure Source [1]. Autonomah's own answer on whether its work is done by AI is in the questions section of its home page.

Frequently asked questions

Should I use an AI label on Instagram?

For realistic AI video or audio, Meta said in 2024 that it would require its disclosure tool Source [4]. For other posts we found no rule, and our recommendation is to disclose if you are unsure whether a post counts.

How do I get rid of AI info on Instagram?

We found no official Meta article that describes removal, so we give no steps. Meta says it began adding the label on detection or disclosure Source [1], so those are the two things to look at first.

What does "AI info" mean on an Instagram post?

Meta says it began adding the label when it detected industry-standard AI indicators or when people disclosed that content was AI-generated Source [1].