Meta has withdrawn a controversial artificial intelligence feature that allowed users to generate AI images based on photos from public Instagram accounts following widespread criticism over privacy concerns.
The feature, introduced earlier this week as part of Meta’s new Muse Image AI generator, enabled users to create AI-generated images by tagging public Instagram accounts as references. Users whose photos were used were not notified, sparking backlash from privacy advocates, creators and talent agencies.
Announcing the decision on Friday, Meta acknowledged that the feature failed to meet users’ expectations.
“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 that this feature missed the mark, so it’s no longer available,” the company said in a blog post.
The feature was part of Muse Image, Meta’s latest AI image-generation model developed by its Meta Superintelligence Labs. While Muse remains available through the Meta AI app, Instagram Stories and WhatsApp, the ability to generate images from public Instagram profiles has now been removed.
The controversy centered on concerns that the feature could be misused to manipulate people’s images without their knowledge or consent. Critics warned it could facilitate the creation of misleading or inappropriate AI-generated content using publicly available photos.
Meta said users had the option to disable the feature through privacy settings, but the opt-out approach drew criticism from users who argued consent should have been obtained before allowing AI to use their public images.
The reversal marks one of Meta’s quickest product rollbacks in recent years and highlights the growing scrutiny technology companies face as they integrate generative AI features into social media platforms.
