Meta Removes AI Image Feature After Instagram Privacy Backlash

Meta has removed an artificial intelligence image feature from Instagram after privacy concerns over its ability to generate images using content from public accounts.

The feature, called Muse Image, was launched earlier this week by Meta Superintelligence Labs and integrated into Meta AI. It allowed users to create and edit AI-generated images using photos from public Instagram accounts.

The tool quickly drew criticism because public accounts were automatically included, meaning users had to opt out rather than give prior consent. Critics raised concerns that the feature could enable misuse of people’s images, including non-consensual digital replicas.

Meta said the feature was intended as a creative tool that gave users control over whether their public content could be referenced.

“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,” Meta said. “We’ve heard the feedback that this feature missed the mark, so it’s no longer available.”

The backlash included criticism from Emmy-winning actor Hannah Einbinder, who said the feature had been enabled automatically, and from SAG-AFTRA, the union representing actors and media professionals.

SAG-AFTRA said that anything other than a clear opt-in system for using people’s images was unacceptable, warning about the risks of non-consensual digital replicas.

The union welcomed Meta’s decision to withdraw the feature, saying the move reflected the need for stronger user controls as companies expand generative AI tools.

The reversal highlights a broader challenge for technology companies deploying AI features on social platforms: balancing rapid product launches with user consent, privacy expectations and safeguards against misuse.