Meta has scrapped an AI image-generation tool that allowed users to create visuals derived from other people's public Instagram photos, abandoning the feature just days after its launch following a wave of privacy backlash.
The company admitted the rollout "missed the mark" and deactivated the function globally on July 10. Introduced on July 7 as part of Muse Image, the tool operated on an opt-out basis, meaning users had to manually disable it in their settings if they did not want their public posts used. Users were not notified when their photos were employed to generate AI imagery.
The rapid reversal came after prominent criticism, including from actor Hannah Einbinder, who publicly condemned the feature, and from SAG-AFTRA, which urged its members to reject the function. The incident highlights ongoing tensions between tech platforms pushing generative AI capabilities and users concerned over consent and data usage.