Instagram pulls new AI feature after widespread backlash

Lead

Meta has said it is discontinuing an AI feature launched this week that allowed users to generate images using public Instagram accounts, after drawing widespread criticism over privacy concerns, including from a Hollywood union.

The feature, called Muse Image, was launched on Tuesday as Meta's first image-generation model from Meta Superintelligence Labs. Integrated into its Meta AI chatbot, it could use photos as input and let users edit generated images directly through sketches.

"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 that this feature missed the mark, so it's no longer available," it said.

Coverage comparison

Both ABC Australia and The Guardian — World reported the discontinuation, framing it as a response to criticism and privacy concerns. The reports highlighted that the feature was an automatic opt-in for users, which drew backlash. Both outlets also covered the involvement of SAG-AFTRA, the union representing actors and other media professionals, which had urged users to opt out.

The Guardian — World included the union's characterization of the feature as "unacceptable," while ABC Australia's coverage focused on the sequence of events, from launch to removal, and included the union's reaction to the decision.

Key claims

Meta said it had launched Muse Image on Tuesday as its first image-generation model from Meta Superintelligence Labs. The feature was integrated into its Meta AI chatbot and allowed users to edit generated images directly through sketches, as reported by both ABC Australia and The Guardian — World.

The feature received backlash over privacy concerns and being an automatic opt-in for users. Emmy-winning actor Hannah Einbinder, known for the TV series Hacks, criticised the feature on Instagram, saying it had been turned on automatically and urging users to turn it off. This account was reported by ABC Australia.

SAG-AFTRA, the union representing actors and other media professionals, had urged members and other Instagram users to opt out of the feature. "Anything other than a clear and conspicuous opt-in for these types of uses of Instagram users' images is unacceptable, and an utter miscalculation of public sentiment regarding the obvious dangers and harms inherent in such use," SAG-AFTRA said, as reported by ABC Australia.

Following Meta's decision to remove the feature, a union spokesperson welcomed the move: "With the dangers of nonconsensual digital replicas well known to all, a feature that encouraged that behavior is unwise. We appreciate its discontinuance. It is the responsible thing to do." This reaction was reported by both outlets.

The reversal reflects increasing pressure on technology companies to give users clear control over how their publicly shared content is used by AI features, as noted in the coverage by ABC Australia and The Guardian — World.