Meta announced on Friday that it is discontinuing an artificial intelligence feature launched earlier this week that allowed users to generate images using public Instagram accounts. The decision came after widespread criticism over privacy concerns, including from a Hollywood union.
Feature Details and Launch
Meta, the owner of Facebook and Instagram, had launched Muse Image on Tuesday, its first image-generation model from Meta Superintelligence Labs. The feature was integrated into its Meta AI chatbot and could use photos as input, allowing users to edit generated images directly through sketches. However, the feature soon faced backlash over privacy concerns and being an automatic opt-in for users.
Privacy Backlash and Criticism
Emmy-winning actor Hannah Einbinder, known for the series "Hacks," criticized the feature on Instagram, stating 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 its members and other 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 in a statement.
Meta's Response and Reversal
Meta acknowledged the feedback in a statement: "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 that this feature missed the mark, so it's no longer available." 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
The reversal reflects increasing pressure on technology companies to give users clear control over how their publicly shared content is used by AI features. The incident highlights the growing scrutiny of AI tools that leverage personal data without explicit consent.
