Meta removes Instagram AI image feature after privacy backlash

Meta has withdrawn a controversial artificial intelligence feature on Instagram just days after its launch following widespread criticism over privacy and consent concerns.

The company confirmed the decision after users and digital rights groups objected to the tool, with TechCrunch first reporting its removal.

The feature, called Muse Image, allowed users to generate AI-created images by referencing public Instagram accounts. People could create new images inspired by photos from public profiles simply by mentioning an account in a text prompt.

The feature quickly drew criticism because it was enabled by default, meaning content from public accounts could be used unless users manually opted out. Many argued that public posts should not automatically be available for AI-generated content without explicit permission.

Meta said the feature was designed to offer a creative tool while giving users control over how their public content was used. However, the company acknowledged that it had "missed the mark" and confirmed that the feature had been removed just days after its rollout.

Privacy advocates and organisations representing actors and media professionals also criticised the tool. SAG-AFTRA, the union representing performers, said AI systems that use a person's likeness should require clear consent and warned against the creation of non-consensual digital replicas.

The episode underscores growing scrutiny of AI products and increasing demands for technology companies to be more transparent about how user content is used. It also highlights the pressure on companies to quickly respond when new AI features raise concerns about privacy, consent and digital rights.