Meta Discontinues Instagram AI Feature Following User Backlash

Meta has abruptly discontinued its Muse AI feature on Instagram, a tool that allowed users to generate and alter images by referencing public Instagram accounts. The move comes after widespread criticism from users and privacy advocates concerned about the potential for misuse and lack of consent.

The feature enabled individuals to tag public profiles and use their content to create AI-generated or modified images. Critics argued that this facilitated the creation of non-consensual AI-altered images, raising concerns about the appropriation of user likenesses. Despite Meta's statement that the feature disallowed tagging individuals under 18, questions remained about the use of minors appearing in public photos posted by adults.

Industry groups, including the SAG-AFTRA actors' union, condemned the feature, stating that "Anything other than a clear and conspicuous opt-in for these types of uses of Instagram users’ images is unacceptable." Privacy-focused companies like Proton also highlighted issues with data sharing being enabled by default, with opt-out mechanisms buried deep in settings, meaning public backlash often served as the primary alert for users.

In a statement, Meta acknowledged that "this feature missed the mark" and that the company had heard the feedback. "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," an Instagram representative said. The feature is no longer available.