Meta disables Muse Image on Instagram following controversy

Meta has deactivated the controversial Muse Image feature because the artificial intelligence model had the potential to generate AI deepfakes, particularly on Instagram. When Muse Image was announced, Meta stated that the feature was also available on Instagram and that anyone could tag a public account, prompting the AI to automatically generate content based on that Instagram account. The feature did not require the account owner’s permission to create AI-generated images and would produce them automatically. This capability was deemed controversial and dangerous as it could lead to identity misuse. In response to the flood of criticism, Meta acknowledged in a Muse Image update announcement that the feature had missed the mark and had been removed. ‘Earlier this week, we announced that one of the ways people could create images in Meta AI was by mentioning a public Instagram account they wanted to reference,’ the company wrote. Meta further stated, ‘Our goal was to provide a useful creative tool and give people control over whether their public content could be referenced in this way. We have heard feedback that this feature missed the mark, so it is no longer available.’ Criticism had surged immediately upon the feature’s announcement because users who wanted to disable Muse Image on Instagram had to dig deep into the settings menu to find the option to turn off ‘Allow others to create and reuse your content.’ Beyond ordinary users, criticism also came from the Hollywood agency CAA, whose clients include A-list actors such as Tom Hanks and Meryl Streep. They conveyed their concerns directly to Meta. ‘Anyone’s name, image, likeness, voice, or creative work should not be used by any third party, including AI models, without clear and documented consent,’ the agency said in a statement. The US labour union SAG-AFTRA also urged its members to opt out. Meta subsequently decided to remove the feature from Instagram, with hopes that future AI innovations will not involve using user images without explicit permission.