Meta said it is discontinuing an AI feature launched this week that allowed users to generate images using public Instagram accounts, after drawing widespread criticism over privacy concerns, including from a Hollywood union.
In a statement, Meta said the goal was to provide a creative tool while giving people control over whether their public content could be used in this way. However, the company acknowledged the negative feedback, saying the feature “missed the mark” and has been removed.
Meta, the parent company of Facebook and Instagram, launched the Muse Image feature Tuesday as its first image-generation model developed by Meta Superintelligence Labs. Integrated into the Meta AI chatbot, the tool allowed users to create AI-generated images using photos as input and edit the results through sketches.
Soon after its launch, the feature faced criticism over privacy concerns because it was automatically enabled for users instead of requiring them to opt in.
Emmy-winning actor Hannah Einbinder, best known for Hacks, criticized the feature on Instagram. Einbinder said it had been turned on automatically and encouraged users to disable it.
SAG-AFTRA, the union representing actors and other media professionals, also urged its members and other Instagram users Thursday to opt out of the feature.
The union said anything other than a clear and conspicuous opt-in process for using Instagram users’ images in this way was unacceptable and reflected poor judgment about the risks and public concerns surrounding the technology.
After Meta removed the feature, SAG-AFTRA welcomed the decision.
A union spokesperson said that with the risks of creating nonconsensual digital replicas already well known, a feature that encouraged such use was unwise. The spokesperson added that discontinuing the feature was the responsible decision.
Meta’s decision reflects growing pressure on technology companies to give users clear control over how their publicly shared content is used for AI-powered features.
