Meta pulls Instagram AI image feature after privacy backlash

Meta has taken down a Muse Image feature that allowed people to tag public Instagram accounts in the Meta AI chatbot and generate fake or altered images using content from those profiles. The tool, released on Tuesday as part of a broader rollout, quickly drew criticism because public Instagram users were included by default.

Privacy concerns centered on the ability to use a person’s likeness without their knowledge or permission. Meta said the feature had “missed the mark” and was “no longer available,” adding that its goal had been to offer a creative tool while giving people control over whether their public content could be referenced.

Hollywood union Sag-Aftra called the reversal a “win” after urging members and Instagram users to protect their likeness. Privacy International also criticized the feature, saying it showed AI companies treating people’s images and data as raw material. Meta said Muse Image was limited to Instagram, though more AI integrations were planned for WhatsApp, Facebook and Messenger, and an AI video tool is also in development.