Meta has removed its AI-powered image creation tool, Muse Image, from Instagram after facing significant criticism over privacy and consent concerns. The feature allowed users of Meta’s AI chatbot to generate images by tagging public Instagram accounts, using publicly available content without the account holders’ explicit permission.
Initially designed as a creative tool exclusive to Instagram, Muse Image was slated to expand to Facebook, WhatsApp, and Messenger. However, the default activation for all Instagram users meant that anyone with a public profile could have their likeness or content used to generate AI images without their knowledge. This opt-in approach sparked widespread unease and backlash from the Instagram community.
Meta responded by disabling the feature, emphasizing that their intention was to offer a useful creative option rather than infringe on user rights. They acknowledged that the feature missed the mark and stated it was no longer available. The decision followed strong objections from advocacy groups, including SAG-AFTRA—the screen actors’ union—which had warned about the risks of nonconsensual digital replicas and urged users to opt out before the feature was removed.
SAG-AFTRA described Meta’s removal of the tool as a responsible action, highlighting the potential dangers of allowing AI to generate images from individuals’ digital presence without consent. The union voiced appreciation for the discontinuance, framing it as a necessary step to protect users from exploitation.