Meta removes AI image feature after privacy backlash

Meta removed its new AI image generation feature just days after launch following widespread criticism over privacy and consent, admitting it had "missed the mark."

The feature, part of Meta's new Muse Image AI tool introduced earlier this week, allowed users to generate AI-created images using content from public Instagram accounts. The company confirmed the feature is "no longer available" after facing backlash from users and privacy advocates.

"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."

Privacy concerns spark widespread criticism

Muse Image marked Meta's first major AI image generation tool and enabled users of the Meta AI chatbot to tag public Instagram accounts and create AI-generated or altered images based on their publicly available content.

Critics argued the feature allowed people's likenesses to be used without their knowledge because public Instagram accounts were automatically opted in.

The rollout prompted concerns from privacy advocates, who warned the feature treated users' photos as material for AI training and image generation without meaningful consent.

SAG-AFTRA welcomes Meta's decision

Hollywood performers' union SAG-AFTRA welcomed Meta's decision to withdraw the feature, calling it a victory for creators and users.

The union had previously urged its members and all Instagram users to opt out of Muse Image, describing the feature as an "utter miscalculation of public sentiment" over the risks associated with AI-generated images.

Privacy International also criticised the tool, saying it demonstrated how AI companies increasingly view people's images and personal data as resources to be exploited.

Although the controversial image feature has been removed, Meta has said Muse Image remains part of its broader AI strategy. The company previously announced plans to expand AI-powered features across WhatsApp, Facebook and Messenger, while also developing an AI video generation tool.