Meta AI Meta withdraws Instagram image generation feature after privacy backlash

Meta AI has withdrawn a newly launched image-generation feature after widespread criticism over privacy and consent. The tool allowed users to generate AI images using content from public Instagram accounts.

Mikel Merino Super-Sub Merino sends Spain past Belgium into World Cup semi-finals

Meta announced the decision days after introducing the feature as part of its new Muse Image model within the Meta AI chatbot. The company said it had intended to offer a creative tool while giving users control over how their public content was used.

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

The feature automatically opted users in by default. As a result, privacy advocates and users questioned how Meta used publicly shared images for AI-generated content.

Actress Hannah Einbinder, best known for Hacks, criticised the feature on Instagram. She said Meta had enabled it automatically and urged users to disable it.

Furthermore, SAG-AFTRA, the union representing actors and media professionals, called on members and Instagram users to opt out. The union argued that AI tools should require clear and explicit user consent instead of automatic enrollment.

SAG-AFTRA said any system that relies on anything less than a transparent opt-in process is unacceptable. It also warned that the feature increased the risk of creating non-consensual digital replicas.

Following Meta’s decision, the union welcomed the move. A spokesperson said removing the feature was the responsible course of action because the risks associated with digital replicas are already well understood.

Meanwhile, Meta said it had developed the feature to help users create and edit AI-generated images. The tool accepted photos as input and allowed users to refine images through sketches.

However, the company ultimately decided to discontinue the feature after public criticism intensified. The decision highlights growing pressure on technology companies to give users clearer control over how AI systems use publicly shared content.