Meta AI: Company withdraws Instagram image feature after privacy backlash

Meta AI has withdrawn a controversial image-generation feature that allowed users to create AI-generated images from photos on public Instagram accounts after widespread criticism over privacy and consent.

Meta launched the feature, called Muse Image, on Tuesday as part of its Meta Superintelligence Labs initiative. However, the company discontinued the tool on Friday after facing strong public backlash.

Critics argued that the feature automatically included public Instagram accounts instead of requiring users to opt in. They said the approach raised serious privacy and copyright concerns.

In a statement, Meta said it had intended to offer a useful creative tool while allowing users to control how their public content was used. The company acknowledged the criticism and confirmed that the feature was no longer available.

The strongest opposition came from the entertainment industry. Creative Artists Agency (CAA) criticised Meta’s decision to allow the AI tool to access public Instagram content without explicit user consent.

The agency said artists should have the right to decide whether AI systems can use their likeness and creative work.

Meanwhile, SAG-AFTRA, which represents more than 170,000 actors and media professionals, urged users to opt out of the feature before Meta removed it. The union argued that only a clear and explicit opt-in system could adequately protect users from the risks of non-consensual digital replicas.

After Meta discontinued the feature, SAG-AFTRA welcomed the decision. The union said removing the tool was the responsible response because AI-generated replicas can create significant risks when companies use personal images without consent.

Much of the criticism focused on user consent. Opponents warned that AI systems should not generate new images from publicly available photos unless users provide clear permission.

Despite the reversal, Meta continues to expand its artificial intelligence business. The company recently introduced Muse Spark 1.1, a paid AI model that competes with products from Anthropic, Google, OpenAI and xAI.

According to The New York Times, Meta has priced Muse Spark below several competing AI models to attract more customers. Chief Executive Officer Mark Zuckerberg said the model delivers strong performance in agent-based tasks, tool use and computer interaction.