Meta has abruptly removed a new AI feature that let users create fake images from public Instagram accounts, after a firestorm of criticism over privacy. The feature, part of the company’s first AI image-generation tool known as Muse Image, was launched on Tuesday and automatically opted in every user with a public account. Within days, it sparked outrage from a Hollywood union and a human rights charity, forcing Meta to admit it “missed the mark.”
The tool allowed anyone using the Meta AI chatbot to tag a public Instagram account and instantly generate altered images based on that person’s content — without their knowledge or permission. Privacy International, a London-based charity, called it “the latest sign AI companies see people’s images and data as raw material to be exploited.”
“Meta removed its Muse Image feature after backlash over using public Instagram content without consent.”
The backlash was swift. SAG-AFTRA, the union representing actors and media professionals, urged members and all Instagram users to opt out of the feature, calling it “an utter miscalculation of public sentiment regarding the obvious dangers and harms inherent in such use.” Emmy-winning actor Hannah Einbinder also criticised the feature on Instagram, saying it had been turned on automatically. When Meta decided to pull the plug, the union described the U-turn as a “win.” A spokesperson said: “With the dangers of nonconsensual digital replicas well known to all, a feature that encouraged that behavior is unwise. We appreciate its discontinuance. It is the responsible thing to do.”
Meta acknowledged the outcry in a statement. “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,” the company said. “We’ve heard the feedback that this feature missed the mark, so it’s no longer available.” It declined to comment further.
The reversal comes as tech companies face increasing pressure to give users clear control over how their publicly shared content is used by AI systems. Meta has said Muse Image was limited to Instagram for now, but it has plans for more AI features on WhatsApp, Facebook and Messenger, and is developing an AI video tool.
