Just three days after its high-profile launch, Meta was forced to withdraw one of the key features of its new AI model, Muse Image. As I predicted, the attempt to use public Instagram profiles as a data source for image generation turned into a serious reputational blow for the giant.
Let me remind you that on July 7, Meta introduced Muse Image — the first image generation model from Meta Superintelligence Labs, integrated into Meta AI. Among the announced capabilities was an option allowing users to add the name of a public Instagram account to a text prompt. The algorithm then processed the open photos of that user, creating new images based on them. It sounded promising, but in reality, it sparked a wave of criticism.
By July 10, the company had updated the official announcement, stating that this feature was no longer available. The official reason is that the option "did not meet user expectations regarding privacy." However, as events show, this is an understatement. The explosion of outrage was caused by the fact that the feature was enabled automatically, without the explicit consent of account owners. Actress Hannah Einbinder publicly called for the option to be disabled, and the SAG-AFTRA union issued a harsh statement.
In its comment, SAG-AFTRA called any mechanism other than explicit and conspicuous consent for the use of images "unacceptable" and "a complete miscalculation in assessing public opinion." They emphasized the obvious dangers and harm inherent in such use. I fully share this position: in the era of deepfakes and digital manipulation, automatically enabling such a feature is not a mistake but a gross violation of digital rights.
It is important to note that the Muse Image model itself as a product has not disappeared. It is still available in Meta AI for generating and editing images based on regular text prompts and uploaded photos. Moreover, Meta reported that Muse Image is used in more than 30 new AI effects for Instagram Stories and in WhatsApp chats with Meta AI in a limited number of countries.
Expert opinion: This incident is a vivid example of how the pursuit of innovation can lead to catastrophic consequences if basic principles of privacy are not considered. Meta has once again shown that it is willing to sacrifice user privacy to test new algorithms. The decision to disable the feature is correct but belated. The market needs clear regulations that will force companies to obtain explicit consent before using personal data to train AI, rather than relying on the "public status" of a profile.