Meta has withdrawn a newly launched AI image feature just days after its debut, following widespread criticism over privacy and consent concerns linked to Instagram users’ photos.
The feature was introduced as part of Muse Image, Meta’s new AI image-generation tool unveiled on Tuesday. It allowed users of the Meta AI chatbot to tag public Instagram accounts and generate AI-created or altered images using content from those accounts.
However, the rollout triggered an immediate backlash after users discovered that public Instagram accounts were automatically opted into the feature, meaning their images and likenesses could be used to create AI-generated content without explicit permission.
In response, Meta said it had “missed the mark” and confirmed that the feature had been removed.
“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. We’ve heard the feedback,” the company said.
Muse Image marked Meta’s first major attempt at consumer-facing AI image generation. Critics argued that the default opt-in approach exposed millions of Instagram users to the risk of having their faces and photos repurposed by AI without their knowledge.
Actors’ union SAG-AFTRA welcomed the reversal, calling it a victory for users’ rights. The union had earlier urged members and other Instagram users to take steps to protect their likenesses, warning that the feature posed significant risks.
Privacy advocates also condemned the rollout. London-based charity Privacy International said the episode showed how AI companies increasingly treat personal images and data as material to be exploited.
Meta said the controversial capability is “no longer available” but did not announce whether it would return in a revised form.
When unveiling Muse Image, the company said the tool was initially limited to Instagram but planned to expand AI features across WhatsApp, Facebook, and Messenger. Meta is also developing an AI-powered video creation tool.
The company declined further comment after announcing the withdrawal.
The rapid reversal highlights growing public sensitivity around how AI systems use personal photos and online content. It also underscores the increasing pressure on technology companies to secure clear consent before deploying generative AI features that rely on users’ likenesses and personal data.
For Meta, the episode is an early reminder that enthusiasm for AI innovation must be matched by stronger safeguards on privacy, transparency and user control.
