Meta has discontinued an artificial intelligence image-generation feature that allowed users to create images using public Instagram accounts after the tool faced widespread criticism over privacy concerns and the use of user content without clear approval.
The company, which owns Facebook and Instagram, announced on Friday that the feature was no longer available after receiving feedback that it did not meet user expectations regarding control over how public content could be used.
“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.”
Meta launched Muse Image on Tuesday as the first image-generation model developed by Meta Superintelligence Labs. Integrated into Meta’s AI chatbot, the feature allowed users to use photos as inputs and edit generated images directly through sketches.
However, the tool quickly drew criticism over privacy concerns, particularly because users said it was automatically enabled rather than requiring a clear opt-in decision.
The feature attracted attention from entertainment industry figures, including Emmy-winning actor Hannah Einbinder, known for the television series “Hacks.” Einbinder criticized the feature on Instagram, saying it had been activated automatically and encouraging users to disable it.
SAG-AFTRA, the union representing actors and other media professionals, also raised concerns and urged Instagram users and its members 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,” SAG-AFTRA said, describing the feature as a failure to account for concerns surrounding the use of personal images in artificial intelligence systems.
Following Meta’s decision to discontinue the tool, the union welcomed the move. A SAG-AFTRA spokesperson said that with concerns over nonconsensual digital replicas already widely recognized, a feature that encouraged such behavior was inappropriate and that removing it was the responsible action.
Meta’s decision highlights growing pressure on technology companies to provide users with greater control over the way publicly shared content is accessed and used by artificial intelligence tools.
The controversy emerged as major technology companies continue expanding AI-powered features that rely on user-generated content, increasing scrutiny over consent, privacy protections and the handling of digital images.
