Meta Withdraws AI Image Feature After Privacy Backlash
Meta has withdrawn a newly launched artificial intelligence-powered image feature from Instagram just days after its release, following widespread criticism over privacy concerns.
The feature, introduced as part of Meta’s new Muse Image tool, allowed users of the Meta AI chatbot to generate or edit images using content from public Instagram accounts by simply tagging those accounts.
The capability, which formed part of a broader rollout announced on Tuesday, immediately drew criticism because public Instagram users were automatically opted into the feature, allowing their images and likenesses to be used without explicit consent.
In response to the backlash, Meta announced that it had 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.”
The company acknowledged that it had “missed the mark” and confirmed the feature was “no longer available.”
The reversal was welcomed by actors’ union SAG-AFTRA, which described the move as “a win” after previously urging its members and other Instagram users to protect their likenesses. The union had criticised the feature as “an utter miscalculation of public sentiment regarding the obvious dangers and harms inherent in such use.”
Privacy advocates also raised concerns over the technology. London-based human rights organisation Privacy International said the feature reflected a growing trend among AI developers.
According to the group, it was “the latest sign AI companies see people’s images and data as raw material to be exploited.”
Muse Image marked Meta’s first major attempt at AI-powered image generation. Although the initial rollout was limited to Instagram, the company had indicated plans to expand similar AI capabilities to WhatsApp, Facebook and Messenger, while also developing an AI-powered video generation tool.
Meta declined to provide further comment beyond its announcement withdrawing the feature.
