Meta has removed a new AI image generation feature, Muse Image, from Instagram following user backlash over privacy concerns. The tool allowed AI to create images from public Instagram content without explicit user permission.

Meta has abruptly withdrawn its new artificial intelligence (AI) image generation feature, Muse Image, from Instagram. The decision came after days of user backlash regarding privacy concerns. The feature, part of a broader rollout, allowed the Meta AI chatbot to use content from public Instagram accounts to create AI-generated or altered images.

Feature Functionality and Rollout

The Muse Image tool, released on a Tuesday, was Meta's initial venture into AI image generation. It enabled users of the Meta AI chatbot to tag public-facing Instagram accounts. This functionality allowed for the quick creation of AI-generated or altered content and images using the content from those tagged accounts.

Privacy Concerns and Meta's Response

The feature quickly drew criticism due to privacy concerns, as Instagram users were opted in by default. This meant that content from any public account could be used without the account holder's knowledge or permission. Meta acknowledged it had "missed the mark" and stated the feature was "no longer available," adding that its intent was to provide a creative tool and give people control, and that it had "heard the feedback."

External Reactions and Future Plans

The Hollywood union Sag-Aftra called Meta's U-turn a "win," having previously urged its members and all Instagram users to protect their likeness due to an "utter miscalculation of public sentiment." London-based human rights charity Privacy International also criticized the feature, stating it showed AI companies view people's images and data as "raw material to be exploited." While Muse Image was limited to Instagram, Meta had announced plans for more AI features and integrations across WhatsApp, Facebook, and Messenger.