Meta faces backlash over Muse Image and Instagram likeness use

Meta announced Muse Image in a July 7 blog post, describing the text-to-image tool as its most advanced image generation model yet. The model can follow instructions, make edits, combine references and draw on Instagram for social context, including by letting creators “@-mention Instagram accounts in the Meta AI app to bring specific Instagram profiles right into your images.”

Public Instagram users who do not want their likeness or content used must opt out manually or make their profiles private. The New York Times reported that users who do not opt out will not be notified when their profiles are used to generate AI content. Private accounts and those belonging to users under 18 are automatically excluded, while adult users with public accounts can opt out.

The launch has drawn criticism from Privacy International, CAA and SAG-AFTRA. CAA said no person’s name, image, likeness, voice or creative work should be used by third parties, including AI models, without clear documented consent, and called on Meta to make protection the default. SAG-AFTRA urged Instagram users to adjust their settings to protect their likeness.

Meta said Muse Image was built with controls and safety guardrails, but privacy concerns remain. The company is also facing a $1.4 trillion legal challenge from attorney generals in California, Colorado, Kentucky, and New Jersey over alleged “deceptive” data practices, along with creator and publisher lawsuits tied to copyrighted materials and AI training.