Meta has discontinued a recently launched artificial intelligence feature that allowed users to create and edit images based on content from public Instagram accounts, only days after its debut drew criticism over privacy concerns.
The feature, introduced as part of Muse Image—Meta’s first image-generation model developed by Meta Superintelligence Labs—was integrated into the company’s Meta AI chatbot. It enabled users to generate images using photos from public Instagram profiles and modify them through sketches and other editing options.
Meta said the technology was initially limited to Instagram, with additional AI features planned for Facebook, WhatsApp, and Messenger.
However, the rollout quickly triggered backlash from users and industry groups, largely because public Instagram accounts were automatically enrolled in the feature.
Critics argued that anyone with a public account could have their photos, face, or visual identity used without their knowledge or permission.
One of the most vocal critics of the feature was the Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA). Shortly after its launch, the union called on its members and “all Instagram users” to opt out, arguing that users should have been given a clear choice before their images could be used by AI tools.
“Anything other than a clear and conspicuous opt-in for these types of uses of Instagram users’ images is unacceptable and an utter miscalculation of public sentiment regarding the obvious dangers and harms inherent in such use,” SAG-AFTRA said.
In a statement released on Friday, July 10, Meta acknowledged the criticism and confirmed that the feature had been removed.
“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,” the company said. “We’ve heard the feedback that this feature missed the mark, so it’s no longer available.”
