Meta pulls Instagram's Muse Image feature after privacy backlash

Meta has withdrawn a newly launched feature within its Muse Image AI image generation model after it drew criticism over privacy concerns and the use of public Instagram accounts in AI-generated images.

The company confirmed last week that it had removed the feature, just days after introducing Muse Image, its first image generation model from Meta Superintelligence Labs. 

The feature allowed users to generate AI images by @mentioning public Instagram accounts as visual references. While Meta said the tool was intended to provide a creative way for people to generate personalised images while giving users control over whether their public content could be referenced, it quickly faced backlash for being enabled by default.

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"We've heard the feedback that this feature missed the mark, so it's no longer available," Meta said in a statement.

The reversal reportedly came after criticism from users and industry groups. SAG-AFTRA, a major American labor union representing approximately 160,000 media professionals, urged members and Instagram users to opt out, arguing that "anything other than a clear and conspicuous opt-in" for the use of people's images in AI-generated content was unacceptable. Following Meta's decision to discontinue the feature, the union welcomed the move, calling it "the responsible thing to do".

Despite removing the @mention capability, Meta is continuing to expand Muse Image across its platforms.

The company has introduced more than 30 AI-powered effects for Instagram Stories in the US, enabling users to transform photos with a single tap using Muse Image. Several of the effects were co-created with Instagram creators, while a redesigned editing interface allows users to preview AI-generated edits before sharing them.

Meta is also rolling out new controls that allow Instagram users to decide whether their public content can be used for AI-generated creations. Users who do not want their content referenced can disable the setting through Instagram's "Sharing and Reuse" menu on the mobile app.

Muse Image was introduced as Meta's first image generation model developed by Meta Superintelligence Labs. Integrated into Meta AI, the model allows users to create and edit images using conversational prompts, remove unwanted objects, generate infographics with legible text and create AI visuals directly within Meta's apps.

The company said Muse Image will also power new creative tools across Instagram, WhatsApp, Facebook and Messenger, with advertiser access through Advantage+ Creative planned in the coming weeks. Meta added that the service is free for everyday use, with higher usage limits available through its subscription plans.

The latest changes come as Meta continues to introduce new safeguards around how its AI tools are used across its platforms, particularly among younger users.

Earlier this year, the company expanded parental controls for Meta AI across Instagram, Facebook and Messenger, giving parents greater visibility into how teenagers interact with the AI assistant. Through a new Insights tab, parents can view the categories of topics their teens have asked Meta AI about over the past seven days, without accessing the full conversations.

The update forms part of Meta's broader efforts to balance AI innovation with user safety, building on existing teen account protections such as restrictions on age-inappropriate responses and interventions for sensitive topics.

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