Meta has announced it is discontinuing an AI feature launched this week that allowed users to generate images using public Instagram accounts, following widespread criticism over privacy concerns, including from a Hollywood union.
Feature launched and immediately criticized
The feature, called Muse Image, was launched on Tuesday as Meta's first image-generation model from Meta Superintelligence Labs. Integrated into the Meta AI chatbot, it allowed users to use photos as input and edit generated images directly through sketches. However, the feature faced backlash almost immediately for being an automatic opt-in for users, raising concerns about consent and privacy.
Meta acknowledges the misstep
“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,” Meta said in a statement. “We’ve heard the feedback that this feature missed the mark, so it’s no longer available.”
Celebrity and union opposition
Emmy-winning actor Hannah Einbinder, known for the series Hacks, criticized the feature on Instagram, noting that it had been turned on automatically and urging users to turn it off. SAG-AFTRA, the union representing actors and other media professionals, also urged members and Instagram users on Thursday to opt out of the feature.
“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.
Union welcomes removal
Following Meta’s decision to remove the feature, SAG-AFTRA welcomed the move. “With the dangers of nonconsensual digital replicas well known to all, a feature that encouraged that behavior is unwise. We appreciate its discontinuance. It is the responsible thing to do,” a union spokesperson said.
Broader implications for tech companies
The reversal reflects increasing pressure on technology companies to give users clear control over how their publicly shared content is used by AI features. This incident highlights the ongoing tension between innovation and privacy in the age of generative AI.
