Meta Pulls Instagram AI Image Tool After Privacy Backlash

Meta has removed an AI feature that let users create images from public Instagram accounts. The company pulled the tool just days after its launch following widespread criticism over privacy and user consent.

The feature formed part of Muse Image, Meta’s new AI image-generation model released on Tuesday. It allowed people to generate or edit images by tagging public Instagram accounts inside the Meta AI chatbot.

Meta said it withdrew the feature after listening to user feedback.

“Our intent was to provide a useful creative tool and to give people control over whether their public content could be referenced in this way,” the company said. “We’ve heard the feedback that this feature missed the mark, so it’s no longer available.”

Muse Image is the first image-generation model from Meta Superintelligence Labs. It accepts photos as input and lets users edit AI-generated images with sketches.

Meta Muse Image — Using Muse Image. Credit: Meta

The Instagram feature quickly sparked criticism. Adult users with public accounts were enrolled automatically unless they turned the setting off themselves. Critics argued that Meta should have required users to opt in before using their images.

Emmy-winning actor Hannah Einbinder, who stars in Hacks, said the feature had activated automatically on her account. She urged followers to disable it.

The backlash soon spread across the entertainment industry. SAG-AFTRA, the union representing actors and media professionals, urged members and other Instagram users to opt out.

“Anything other than a clear and conspicuous opt-in for these types of uses of Instagram users’ images is unacceptable, and an utter miscalculation of public sentiment regarding the obvious dangers and harms inherent in such use,” the union said.

After Meta removed the feature, SAG-AFTRA welcomed the decision.

“With the dangers of nonconsensual digital replicas well known to all, a feature that encouraged that behavior is unwise. We appreciate its discontinuance. It is the responsible thing to do.”

Privacy groups also criticized the rollout. Privacy International said the feature showed that AI companies continue to treat people’s images and personal data as material for AI systems.

The company had planned to expand Muse Image beyond Instagram. They said the technology would also reach Facebook, Messenger, and WhatsApp. Although it removed the Instagram feature, Muse Image remains available in the Meta AI app and on WhatsApp.