Meta removes Muse Image AI feature following privacy backlash

Meta removes Muse Image AI feature following privacy backlash

Meta has disabled a controversial component of its new Muse Image AI tool after a wave of criticism from users, talent agencies, and entertainment unions. The tech company announced on Friday, that the feature is no longer available on Instagram, admitting the company missed the mark.

The functionality, which was released on Tuesday, as part of a broader rollout by Meta Superintelligence Labs, allowed users to generate AI images by @-mentioning public Instagram accounts. By tagging a public or unprotected feed, a user could instantly use that account's content as a reference to create AI-generated images or remixes that would remain available online permanently.

The feature operated on an automatic opt-in basis for adult users with public accounts. Meta initially defended the design, stating it had included safety guardrails and that users under 18 and private accounts were automatically excluded. The company maintained that public users could opt out with just a couple clicks. However, the requirement for users to manually dig through settings to disable the tool sparked immediate condemnation.

Hollywood representatives were among the most vocal critics. The Screen Actors Guild (SAG-AFTRA) described any system other than a clear opt-in as unacceptable and an utter miscalculation of public sentiment regarding the potential harms. The union provided its members with instructions on how to navigate Instagram's settings to protect their likenesses.

Creative Artists Agency (CAA) also called for the implementation of guardrails. A CAA spokesperson stated that artists must be able to decide if and how their work and likeness are used, asserting that no one’s name, image, likeness, voice, or creative work should be used by any third party, including AI models, without clear, documented consent.

Privacy and safety advocates warned that the tool created significant vulnerabilities. Haley McNamara, chief strategy officer and executive director of the National Center on Sexual Exploitation, told reporters on Friday that the feature was an obvious tool for #sextortion and other scammers. She argued that forcing individuals to jump through hoops to opt out of high-risk designs was unacceptable.

Meta's reversal follows a pattern of AI companies struggling with intellectual property and likeness protections. The company noted in its Friday update that its original intent was to provide a useful creative tool and give people control over their public content. But the lack of alerts to users whose photos were being referenced led to swift scrutiny from talent agencies and the public.

The broader context of AI in the entertainment industry remains volatile. SAG-AFTRA has endorsed a policy framework from the Trump administration that seeks Congressional legislation to protect intellectual property rights and parental controls. Last month, the Trump administration signed an executive order establishing a voluntary framework requiring AI companies to provide the government with access to new models for a 30-day review period before release.

While the specific tagging feature has been removed, Meta had previously indicated that more AI integrations were planned for Facebook, WhatsApp, and Messenger.