Meta Pulls New AI Image Feature After Privacy Backlash

AI altered image generated using Muse Image

Meta has abruptly taken down a new feature that allowed people to use its artificial intelligence (AI) tool to create fake images from user content on Instagram.

Launched on Tuesday, the feature was part of their Muse Image rollout. It let users tag public accounts and generate AI‑generated or altered images using the content from those accounts.

Criticism erupted over privacy concerns. Everyone with a public account could have their likeness used without permission, prompting the company to admit it had "missed the mark" and remove the feature.

Hollywood union SAG‑AFTRA called the reversal a "win," and privacy advocacy group Privacy International warned that AI companies treat people’s images as raw material to be exploited.

Meta said it had "heard the feedback" and had intended to give users control over whether their public content could be referenced, but the backlash was too strong. The company has not released further comments, but the brand hinted that future AI tools may appear on Instagram, WhatsApp, Facebook and Messenger.