Meta has discontinued a new AI image-generation feature on Instagram just days after its launch, following widespread criticism over privacy concerns. The tool, called Muse Image, allowed users to tag public Instagram accounts and generate AI-altered images using those accounts' photos. Meta admitted the feature 'missed the mark' and is no longer available.
The feature sparked immediate backlash due to its opt-out policy, which automatically included public accounts over 18 unless users manually disabled it. Privacy advocates, Hollywood talent agencies, and unions criticized the lack of explicit consent for using individuals' likenesses. Creative Artists Agency (CAA) and SAG-AFTRA both condemned the approach, with SAG-AFTRA calling it an 'utter miscalculation of public sentiment.'
Meta initially positioned Muse Image as a creative tool that gave users control over their content. The company stated its intent was to provide creative options while allowing users to manage their privacy settings. However, the backlash demonstrated significant public discomfort with AI-generated content using personal images without explicit permission.
The reversal reflects growing pressure on tech companies to prioritize user consent in AI applications. While Meta has removed the feature, the incident highlights ongoing tensions between technological innovation and privacy protections. The company has not announced plans to reintroduce similar functionality.