Meta faces backlash over AI tool that uses public Instagram profile pics without consent

A new Meta AI tool that can generate pictures using other people's public Instagram profile photos without telling them has sparked outrage among privacy campaigners. Muse Image, available through the Meta AI app, web browser, WhatsApp and Instagram Stories for US users, allows anyone to create altered images from simple text prompts using real profile pictures. Meta says users can opt out even with a public account, but Donald Campbell, advocacy director at tech justice non-profit Foxglove, called it an "obvious recipe for disaster". "We've already seen a catalogue of harms from non-consensual AI-altered images on social platforms just in the past year," he told the BBC. "It is hard to see why Mark Zuckerberg thinks facilitating yet more of this creepy image manipulation is a good idea." Privacy International also criticised the feature, telling the BBC it was "the latest sign AI companies see people's images and data as raw material to be exploited". One user wrote on X: "Pulling real users into generated photos without explicit consent is a privacy landmine waiting to detonate." Meta said a dedicated setting, separate from account privacy controls, allows users to opt out. To do so, Instagram users must go to Settings, select "Sharing and Reuse" and switch off "Allow people to reuse your content on Instagram and with AI features at Meta" for posts and reels. These settings only appear for public accounts; private accounts are already unable to be shared. The feature is likely to face heightened scrutiny as regulators and campaigners raise concerns about AI-generated images. Ofcom is currently investigating X over Grok's role in creating and sharing non-consensual AI-altered images of real people. In a blog post covering the announcement, Meta said the tool uses "advanced reasoning to understand complex prompts, seamlessly blending multiple photos into high-quality creations you can download and share anywhere". Users can also choose from presets and suggested prompts to "spark ideas", as well as sketch edits directly onto images. The tool is free for "everyday creation", but heavier users may face limits. The BBC's technology reporter tried Muse AI, asking it to make it look like she was driving a car; it did so, though the AI failed to notice the steering wheel goes on the right in a UK car.