Meta has abruptly withdrawn its new AI image generation tool, Muse Image, fewer than 72 hours after launch, following a fierce backlash over privacy concerns. The feature, released on Tuesday as part of the tech firm's first foray into AI image generation, allowed users of the Meta AI chatbot to @-mention any public Instagram account and generate altered images using that account's content – all without the account holder's explicit consent.
The tool was integrated into Instagram by default, meaning anyone with a public profile could have their likeness used by others to create fake images. Within days, actors' union Sag-Aftra condemned the feature as an “utter miscalculation of public sentiment regarding the obvious dangers and harms inherent in such use”, urging members and all Instagram users to opt out. Emmy-winning actor Hannah Einbinder, known for Hacks, also criticised the automatic opt-in on Instagram.
“Meta pulls Muse Image AI feature after privacy backlash; union hails 'win'.”
Privacy International, a London-based human rights charity, told the BBC the feature 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”. In a statement, the company 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 that this feature missed the mark, so it's no longer available.”
Sag-Aftra welcomed the U-turn, calling it a “win”. A union spokesperson said: “With the dangers of nonconsensual digital replicas well known to all, a feature that encouraged that behaviour is unwise. We appreciate its discontinuance. It is the responsible thing to do.”
Meta launched Muse Image from its Superintelligence Labs, billing it as “the first AI image generation model from Meta Superintelligence Labs”. The tool offered 30 new filters that could “uniquely understand Instagram videos and photos” and let users “transform your photos with a single tap”. Users could also generate personalised images such as birthday cards by referencing friends' public accounts.
The reversal reflects growing pressure on technology companies to give users clear control over how their publicly shared content is used by AI. Meta has said more AI features and integrations are planned for WhatsApp, Facebook and Messenger, and it has an AI video tool in development. The company declined to make any further comment.