Meta has launched Muse Image, an AI image-generation tool that can create pictures by drawing from publicly available Instagram profile photos, stirring significant backlash over privacy issues. The feature, integrated into the Meta AI app, Instagram Stories, WhatsApp, and the web, allows users to generate images based on text prompts and photos, including those of others, even without their explicit approval.
While Meta states users can opt out of having their content used by Muse Image, this setting is separate from usual account privacy controls and only applies if the account is public. To disable image reuse, users must manually navigate Instagram’s settings to turn off “Allow people to reuse your content on Instagram and with AI features at Meta.” Private accounts are automatically protected from such reuse, but public users face the risk of non-consensual image generation.
This development arrives amid mounting criticism from privacy groups and digital rights advocates. Experts warn that enabling AI to repurpose users’ photos without clear, proactive consent could fuel misuse, misinformation, and unauthorized manipulation of personal images. Tech justice advocates describe the tool as a "recipe for disaster," citing a surge of harmful AI-generated content on social platforms over the past year. Regulatory bodies in different countries are already investigating non-consensual AI image use, amplifying scrutiny on Meta’s approach.
Meta emphasizes Muse Image’s sophisticated AI capabilities, including the ability to merge multiple photos into high-quality creations and apply smart edits through suggested prompts. The tool is free for casual users, with subscription options for extended usage. Meta also plans to extend Muse Image availability to Facebook, Messenger, and advertiser-facing products. In addition, the company reportedly works on a video generation feature to complement its AI offerings.
Despite the technical sophistication, concerns persist about the ethical implications of harvesting and reusing personal images for AI-generated content. Privacy International criticized the tool as reflecting a broader industry trend of treating individuals’ photos and data as exploitable raw material. Users on social media platforms voiced alarm over involuntary inclusion in AI-generated content, framing it as a privacy “landmine” that Meta has yet to adequately address.