Meta suddenly disabled one of the key features of its new image generation model, Muse Image — the ability to use public Instagram profiles as a source for creating content. This decision was made just three days after launch, signaling serious miscalculations in assessing user expectations.
As a reminder, on July 7, Meta introduced Muse Image as the flagship image generation model from Meta Superintelligence Labs, integrated into Meta AI. The main "highlight" was the option to add a link to a public Instagram account in the prompt, allowing the neural network to use open photos to create a new image. However, within 72 hours, the company announced the removal of this feature, citing that it "did not meet user expectations" regarding privacy.
The problem turned out to be deeper. Muse Image faced harsh criticism due to this option being automatically enabled by default. Actress Hannah Einbinder publicly called on users to disable the feature, and the SAG-AFTRA union described the approach as a "complete miscalculation in assessing public opinion." The organization emphasized that any use of images without explicit and noticeable consent is unacceptable and carries obvious risks.
The Muse Image product itself remains available in Meta AI for generating and editing images based on text prompts and uploaded photos. Additionally, the model is already being used in over 30 new AI effects for Instagram Stories and in WhatsApp chats with Meta AI in a limited number of countries. This indicates that Meta is not abandoning the technology but merely adjusting the direction of its application.
My expert opinion: This incident is a classic example of how tech giants try to balance innovation and privacy. Muse Image could have become a powerful tool for creators, but automatically scanning public profiles without explicit consent is a red line. Meta reacted quickly, but the very fact of launching such a feature without proper vetting shows that even in mature companies, AI ethics issues remain secondary to the speed of deployment. The industry should remember this lesson: user trust is worth more than any technological gimmick.