Meta has rushed to remove a controversial feature in its new AI model, Muse Image, which allowed users to generate images using public Instagram profiles as references. The feature, announced on July 7, was disabled just three days after launch, on July 10.
Initially, Muse Image was positioned as the first image generation model from Meta Superintelligence Labs, integrated into Meta AI. The key "gimmick" was the option to add the name of a public Instagram account to the prompt, after which the neural network analyzed the user's open photos and created new visual materials based on them. However, in an update to the official announcement, the company acknowledged that this feature "did not meet users' expectations regarding privacy."
The issue sparked widespread backlash. Actress Hannah Einbinder publicly called on Meta to disable the option, and the SAG-AFTRA union issued harsh criticism. The organization emphasized that any mechanism using user images without explicit and conspicuous consent "is a complete miscalculation in assessing public opinion regarding the obvious dangers and harms." Particular outrage was caused by the fact that the feature was enabled by default, creating privacy risks for millions of users.
Despite the removal of the feature, the Muse Image model itself remains available in Meta AI. Users can still generate and edit images based on text prompts and uploaded photos. Moreover, Meta has already integrated Muse Image into over 30 new AI effects for Instagram Stories and into WhatsApp chats with Meta AI in several countries.
Expert opinion: This incident is a vivid example of how tech giants, in their pursuit of innovation, forget the basic principles of digital ethics. Using public data without explicit consent is not a technical error but a fundamental flaw in product design. Meta will have to seriously reconsider its approach to privacy if it wants users to trust its AI tools. Otherwise, such scandals will keep recurring.