Meta has officially discontinued a new artificial intelligence feature on Instagram just days after its launch, following widespread criticism regarding user privacy and consent. The tool, known as Muse Image, was introduced earlier this week as part of the company's new image-generation model from Meta Superintelligence Labs. It allowed users to reference public Instagram accounts within the Meta AI chatbot to generate or modify images based on that content.
The feature faced immediate pushback from users, privacy advocates, and industry groups. A primary point of contention was that the tool was enabled by default for public accounts, meaning many users were unaware their photos could be used as visual inspiration for others. Critics argued that public availability of content should not automatically equate to consent for AI-driven remixing or transformation.
Prominent figures and organizations, including the actors' union SAG-AFTRA, publicly urged users to opt out of the feature. The union emphasized that clear and conspicuous consent is necessary for the use of personal images in AI systems. As the backlash intensified, Meta acknowledged that the rollout had not met expectations.
In a statement, the company admitted that the feature missed the mark and confirmed it is no longer available. While Meta noted that its intent was to provide a useful creative tool while maintaining existing privacy controls, the company chose to remove the functionality entirely rather than modify it. It remains unclear if or when the tool might be reintroduced in a different form.