Menlo Park: Meta has removed a newly launched Instagram AI feature after it triggered widespread criticism over privacy and consent.
The tool formed part of the company’s Muse Image rollout, an AI-powered image generation feature introduced earlier this week. It enabled users of the Meta AI chatbot to create AI-generated or edited images by referencing content from public Instagram accounts.
The feature immediately drew backlash because public accounts were automatically included, allowing users’ photos and likenesses to be used without their explicit permission. Following the criticism, Meta acknowledged it had “missed the mark” and confirmed the feature had been withdrawn.
The company noted that its intention was to provide a creative tool while giving users control over how their public content could be used. However, after reviewing public feedback, it decided to discontinue the feature.
Muse Image marked Meta’s first major AI image generation tool integrated with Instagram. Although initially limited to the platform, Meta had planned to expand similar AI capabilities to WhatsApp, Facebook, and Messenger, while also developing an AI-powered video generation tool.
The decision to remove the feature was welcomed by Hollywood union SAG-AFTRA, which described the move as a victory for creators and users. The union had earlier urged members and Instagram users to protect their digital likenesses, warning that the feature underestimated the potential risks of using personal images for AI purposes.
Privacy campaigners also criticized the rollout. London-based charity Privacy International argued that the feature reflected a growing trend among AI companies to treat people’s images and personal data as resources that can be freely exploited.
Meta noted that it had listened to user concerns and decided to make the feature unavailable following the strong public response.
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