AI Image Generation Disabled for Public Instagram Accounts by Meta

Meta has officially discontinued its controversial Muse Image feature. Initially, the company launched this AI model with the ability for users to tag any public Instagram account, including your own if it is public, to automatically generate deepfake images based on the tagged account’s posts. This feature allowed users to create content without needing permission from the account holder. Meta explained in its initial announcement that users could @-mention accounts to utilize the tool for purposes like designing custom event invitations, creating collaborative concepts, or generating personalized graphics.

In a recent update regarding the Muse Image feature, Meta acknowledged the feedback it received, stating that the capability “missed the mark” and has since been removed. “Earlier this week, we announced that one way for people to generate images in Meta AI is by @-mentioning public Instagram accounts that they want to reference,” the company explained. “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. We’ve heard the feedback that this feature missed the mark, so it’s no longer available.”

The Muse Image feature faced significant backlash as soon as it was introduced, primarily because users had to actively opt out if they did not want the image generator to create AI deepfakes using their posts. Users needed to navigate through the Settings menu to disable an option labeled “Allow people to create with and reuse your content,” or alternatively, switch their Instagram profile to private.

As reported by Variety, the criticism was not limited to casual users. Hollywood agency CAA, representing high-profile clients like Tom Hanks and Meryl Streep, expressed its concerns directly to Meta. The agency stated, “No one’s name, image, likeness, voice or creative work should be used by any third party, including AI models, without clear, documented consent.” The American labor union SAG-AFTRA also encouraged its members to opt out of the feature. Whether these organizations played a significant role in the feature’s discontinuation is uncertain. it is clear that the Muse Image capability is no longer available, and there is hope that Meta will refrain from releasing future AI features that utilize individuals’ likenesses without explicit consent.