Meta introduced Muse Image, its first image‑generation model from Meta Superintelligence Labs, earlier this week. Integrated into Meta AI across Instagram (and in some regions, WhatsApp), the feature allowed users to generate AI images by @‑mentioning public Instagram accounts, using their publicly posted photos as visual references—enabled by default unless manually opted out. This sparked immediate backlash over privacy, consent, and the potential for misuse. (tomsguide.com)
Critics—including privacy advocates, creators, and entertainment industry groups such as SAG‑AFTRA and CAA—argued that public visibility does not equate to consent for AI‑generated likenesses. SAG‑AFTRA called for clear opt‑in mechanisms, labeling the default opt‑out approach “unacceptable.” (investing.com)
Facing mounting pressure, Meta announced on Friday, July 10, 2026, that it had removed the feature, acknowledging it “missed the mark.” The company emphasized its intent to offer a creative tool while giving users control over how their public content could be referenced—but conceded that the execution fell short. (techcrunch.com)
The rapid reversal underscores growing scrutiny of AI features that repurpose user-generated content without explicit consent. While Muse Image remains available for general image generation, the specific capability to reference public Instagram accounts has been disabled. Meta’s broader AI strategy remains intact, but this episode highlights the need for clearer consent frameworks in AI‑driven social tools. (business-standard.com)