Meta pulls Instagram AI image tool after privacy backlash, as it introduces parent alerts for teen chatbot use

The feature allowed anyone with a public Instagram account to have their likeness used without their knowledge or permission. Within days of its release on Tuesday, Meta abruptly took down the tool that let users of its AI chatbot tag public accounts and generate altered images using Muse Image, the company’s first foray into AI image generation. The backlash was swift. Hollywood union Sag-Aftra described the U-turn as a “win”, having urged members and “all Instagram users” to protect their likeness, saying there had been an “utter miscalculation of public sentiment regarding the obvious dangers and harms inherent in such use”. London-based human rights charity 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”. Meta admitted it had “missed the mark” and that the feature was “no longer available”. In a statement, it said: “Our intent was to provide a useful creative tool and to give people control over whether their public content could be referenced in this way. We've heard the feedback.” When Meta announced Muse Image, it said the tool was limited to Instagram but that more AI features and integrations were planned for WhatsApp, Facebook and Messenger. It also has an AI video tool in development. Meta declined to make any further comment. Separately, Meta is rolling out a new safety feature that will see parents alerted if their teenager discusses suicide or self-harm with Instagram's built-in AI chatbot.