Meta has withdrawn a controversial artificial intelligence (AI) feature on Instagram that allowed users to generate AI-modified images by referencing photos from public Instagram accounts. The company rolled back the feature just days after its launch, following widespread criticism from users, creators and talent agencies over privacy and misuse concerns.
The feature was introduced as part of Muse Image, a new AI image generation tool developed by Meta Superintelligence Labs, the company’s dedicated AI division. It allowed users to create AI-generated images by simply @-mentioning public Instagram accounts, enabling the AI to use publicly available photos as visual references.
However, the feature quickly drew criticism because users whose public photos were referenced were not notified when their images were used. Privacy advocates, creators and industry professionals argued that the tool could easily be misused, particularly for generating misleading or inappropriate AI images without consent.
Responding to the backlash, Meta announced that it has permanently removed the feature.
“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 statement published on its official blog.
The decision reportedly came after growing concerns from Instagram users as well as talent agencies, including Creative Artists Agency (CAA), over the potential misuse of publicly available images.
The controversy has once again highlighted the challenges technology companies face while integrating generative AI into social media platforms. AI-powered image generation has become increasingly popular, but it has also raised concerns around consent, copyright, identity protection and the creation of manipulated or explicit content using publicly available photographs.
Industry experts have noted that while AI companies continue to introduce safeguards against abuse, many of these protections have struggled to keep pace with rapidly evolving AI capabilities. Meta’s decision to withdraw the feature reflects increasing pressure on technology companies to prioritise user privacy and responsible AI development.
The removal of the feature also underscores the growing importance of transparency and user consent as AI-powered creative tools become more deeply integrated into social media platforms.
Disclaimer: This news has been rewritten for publication purposes. While every effort has been made to ensure accuracy, some details may contain inadvertent errors or omissions. Readers are advised to refer to official sources for complete information.
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