Meta image tool draws backlash from Hollywood

Meta’s new Muse Image feature is facing criticism from Hollywood after the company rolled it out for Instagram photos posted publicly. The tool lets people use AI to generate new images from those photos, with Meta promoting it as a way to create and share high-quality visuals, including examples such as adding a friend into a band photo.

Talent agencies, managers and union officials objected to many Instagram accounts being opted in by default, warning that the feature could enable manipulation of celebrities’ images and likenesses without consent. Creative Artists Agency urged Meta to make protection the default and said artists should be able to decide how their likeness and work are used, including restrictions, monitoring and safeguards against unauthorized endorsements or exploitation.

SAG-AFTRA called anything short of a clear opt-in unacceptable, citing public concern over potential harms. Critics linked the rollout to broader Hollywood worries about deepfakes and unauthorized AI-generated depictions, including fake celebrity ads and tools that have been used to conjure dead celebrities without estate consent.

Meta said Muse Image was built with controls and safety guardrails, and that private accounts and accounts belonging to users under 18 are automatically excluded. Adult users with public accounts can opt out through settings, and Meta said it will act against content that violates its Community Standards.