Meta has abruptly removed a new AI feature that let users generate altered images from public Instagram content, after days of fierce criticism over privacy. The tool, part of the Muse Image release on Tuesday, allowed anyone using the Meta AI chatbot to tag a public account and instantly create AI-generated images from that user's posts. By default, every public Instagram user was opted in — meaning their likeness could be repurposed without their knowledge or permission.
The backlash was immediate. Hollywood union Sag-Aftra described the move to scrap the feature as a “win,” having previously urged members and “all Instagram users” to protect their likeness. The union accused Meta of an “utter miscalculation of public sentiment regarding the obvious dangers and harms inherent in such use.” London-based Privacy International told the BBC it was “the latest sign AI companies see people's images and data as raw material to be exploited.” Emmy-winning actor Hannah Einbinder also criticised the feature on Instagram, saying it had been turned on automatically.
“Meta removes AI image feature after privacy backlash over automatic opt-in for public Instagram accounts.”
Meta admitted it had “missed the mark,” adding: “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.” The feature is now “no longer available,” the company said. Meta declined to make any further comment.
Muse Image was Meta's first foray into AI image generation. When it was announced, the firm said it was limited to Instagram, but that more AI features and integrations were planned for WhatsApp, Facebook and Messenger, with an AI video tool in development. The swift reversal underscores mounting pressure on technology companies to give users clear control over how their publicly shared content is used by AI features.