Meta withdraws AI image feature using public Insta content after privacy backlash
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Meta has withdrawn a newly introduced Instagram feature that allowed users to generate artificial intelligence (AI)-created images using content from public Instagram accounts after facing criticism over privacy and consent concerns.
The feature was launched as part of the rollout of Muse Image, Meta's new AI image-generation model introduced on Tuesday. It enabled users of the Meta AI chatbot to tag public Instagram accounts and use photos and other publicly available content from those accounts to generate or modify images, Maktoob Media reported.
The tool, however, sparked widespread criticism after users discovered that public Instagram accounts had been automatically included in the feature, allowing their images and likenesses to be used without their explicit consent.
Following the backlash, Meta announced that it had discontinued the feature, acknowledging that it had not met users' expectations. The company said it had intended to provide a creative tool while giving users control over whether their public content could be referenced, but added that feedback indicated the feature had "missed the mark."
Despite withdrawing the feature, Meta said it would continue rolling out Muse Image, its first AI image-generation model developed by Meta Superintelligence Labs, through Meta AI. The company described the tool as a creative assistant designed to help users transform ideas into high-quality visuals that can be downloaded and shared across its platforms.
The decision was welcomed by SAG-AFTRA, the Hollywood actors' union, which described Meta's move as a positive step. The union said discontinuing the feature was the responsible course of action, noting that the risks associated with creating non-consensual digital replicas were already well understood.
Before the feature was withdrawn, SAG-AFTRA had urged its members and other Instagram users to take steps to protect their likenesses, arguing that Meta had underestimated public concerns about the potential misuse of such technology.
The Internet Freedom Foundation (IFF) also welcomed the decision, saying Meta had removed the feature after facing criticism over privacy and consent issues. The digital rights organisation added that the episode demonstrated the impact of public pressure and stressed that privacy should not be treated as an afterthought.