diff --git a/engine/apps/alerts/models/alert.py b/engine/apps/alerts/models/alert.py
index 060c961b..afb4a9e4 100644
--- a/engine/apps/alerts/models/alert.py
+++ b/engine/apps/alerts/models/alert.py
@@ -12,6 +12,7 @@ from django.db.models import JSONField
 from apps.alerts import tasks
 from apps.alerts.constants import TASK_DELAY_SECONDS
 from apps.alerts.incident_appearance.templaters import TemplateLoader
+from apps.labels.utils import assign_labels
 from common.jinja_templater import apply_jinja_template
 from common.jinja_templater.apply_jinja_template import JinjaTemplateError, JinjaTemplateWarning
 from common.public_primary_keys import generate_public_primary_key, increase_public_primary_key_length
@@ -107,6 +108,7 @@ class Alert(models.Model):
         )
 
         if group_created:
+            assign_labels(group, alert_receive_channel)
             group.log_records.create(type=AlertGroupLogRecord.TYPE_REGISTERED)
             group.log_records.create(type=AlertGroupLogRecord.TYPE_ROUTE_ASSIGNED)
 
diff --git a/engine/apps/labels/tests/test_alert_group.py b/engine/apps/labels/tests/test_alert_group.py
new file mode 100644
index 00000000..d022926c
--- /dev/null
+++ b/engine/apps/labels/tests/test_alert_group.py
@@ -0,0 +1,48 @@
+from unittest import mock
+
+import pytest
+
+from apps.alerts.models import Alert
+
+
+@mock.patch("apps.labels.utils.is_labels_feature_enabled", return_value=False)
+@pytest.mark.django_db
+def test_assign_labels_feature_flag_disabled(
+    _, make_organization, make_alert_receive_channel, make_integration_label_association
+):
+    organization = make_organization()
+    alert_receive_channel = make_alert_receive_channel(organization)
+    make_integration_label_association(organization, alert_receive_channel)
+
+    alert = Alert.create(
+        title="the title",
+        message="the message",
+        alert_receive_channel=alert_receive_channel,
+        raw_request_data={},
+        integration_unique_data={},
+        image_url=None,
+        link_to_upstream_details=None,
+    )
+
+    assert not alert.group.labels.exists()
+
+
+@pytest.mark.django_db
+def test_assign_labels(make_organization, make_alert_receive_channel, make_integration_label_association):
+    organization = make_organization()
+    alert_receive_channel = make_alert_receive_channel(organization)
+    label = make_integration_label_association(organization, alert_receive_channel)
+
+    alert = Alert.create(
+        title="the title",
+        message="the message",
+        alert_receive_channel=alert_receive_channel,
+        raw_request_data={},
+        integration_unique_data={},
+        image_url=None,
+        link_to_upstream_details=None,
+    )
+
+    assert alert.group.labels.count() == 1
+    assert alert.group.labels.first().key_name == label.key.name
+    assert alert.group.labels.first().value_name == label.value.name
diff --git a/engine/apps/labels/utils.py b/engine/apps/labels/utils.py
index 56b0a1ad..b26e6c63 100644
--- a/engine/apps/labels/utils.py
+++ b/engine/apps/labels/utils.py
@@ -1,13 +1,13 @@
-import logging
 import typing
 
 from django.apps import apps  # noqa: I251
 from django.conf import settings
 
 if typing.TYPE_CHECKING:
+    from apps.alerts.models import AlertGroup, AlertReceiveChannel
     from apps.labels.models import AssociatedLabel
+    from apps.user_management.models import Organization
 
-logger = logging.getLogger(__name__)
 
 LABEL_OUTDATED_TIMEOUT_MINUTES = 30
 ASSOCIATED_MODEL_NAME = "AssociatedLabel"
@@ -42,19 +42,28 @@ def get_associating_label_model(obj_model_name: str) -> typing.Type["AssociatedL
     return label_model
 
 
-def is_labels_feature_enabled(organization) -> bool:
-    """
-    Checks if labels feature enabled for all organizations (FEATURE_LABELS_ENABLED_FOR_ALL).
-    If not, checks if current organization's grafana org_id is in the list of organizations labels feature enabled for
-    (FEATURE_LABELS_ENABLED_FOR_GRAFANA_ORGS)
-    """
-    logger.info(
-        "is_labels_feature_enabled: "
-        f"FEATURE_LABELS_ENABLED_FOR_ALL={settings.FEATURE_LABELS_ENABLED_FOR_ALL}, "
-        f"organization in FEATURE_LABELS_ENABLED_FOR_GRAFANA_ORGS="
-        f"{organization.id in settings.FEATURE_LABELS_ENABLED_FOR_GRAFANA_ORGS}, "
-        f"organization={organization.id}"
+def is_labels_feature_enabled(organization: "Organization") -> bool:
+    return (
+        settings.FEATURE_LABELS_ENABLED_FOR_ALL
+        or organization.org_id in settings.FEATURE_LABELS_ENABLED_FOR_GRAFANA_ORGS  # Grafana org ID, not OnCall org ID
     )
-    if not settings.FEATURE_LABELS_ENABLED_FOR_ALL:
-        return organization.org_id in settings.FEATURE_LABELS_ENABLED_FOR_GRAFANA_ORGS
-    return settings.FEATURE_LABELS_ENABLED_FOR_ALL
+
+
+def assign_labels(alert_group: "AlertGroup", alert_receive_channel: "AlertReceiveChannel") -> None:
+    from apps.labels.models import AlertGroupAssociatedLabel
+
+    if not is_labels_feature_enabled(alert_receive_channel.organization):
+        return
+
+    # inherit all labels from the integration
+    # FIXME: this is a temporary solution before we have a UI for configuring inherited labels
+    alert_group_labels = [
+        AlertGroupAssociatedLabel(
+            alert_group=alert_group,
+            organization=alert_receive_channel.organization,
+            key_name=label.key.name,
+            value_name=label.value.name,
+        )
+        for label in alert_receive_channel.labels.all().select_related("key", "value")
+    ]
+    AlertGroupAssociatedLabel.objects.bulk_create(alert_group_labels)
diff --git a/engine/common/utils.py b/engine/common/utils.py
index c8287f6d..b169188d 100644
--- a/engine/common/utils.py
+++ b/engine/common/utils.py
@@ -8,6 +8,7 @@ import time
 from functools import reduce
 
 import factory
+import faker
 import markdown2
 from bs4 import BeautifulSoup
 from celery.utils.log import get_task_logger
@@ -21,7 +22,7 @@ logger = get_task_logger(__name__)
 class UniqueFaker(factory.Faker):
     @classmethod
     def _get_faker(cls, locale=None):
-        return super()._get_faker(locale).unique
+        return faker.Faker(locale=locale).unique
 
 
 # Context manager for tasks that are intended to retry