Meta scraps AI image feature after backlash: “Missed the mark”
Meta on Friday shut down a controversial new artificial intelligence (AI) feature just days after its launch, following backlash from users, labor unions, and major Hollywood talent agencies over privacy and likeness rights.
The tool, called Muse Image, allowed users to generate and manipulate AI images of individuals by tagging their public Instagram accounts. Developed by Meta Superintelligence Labs, the feature was integrated into the Meta AI chatbot and launched on Tuesday as what the company called a “creative partner that knows your world.”
However, the tech giant reversed course Friday afternoon after a swift and widespread public outcry.
“We’ve heard the feedback that this feature missed the mark, so it’s no longer available,” Meta said in a statement. “Our intent was to provide a useful creative tool and to give people control over whether their public content could be referenced in this way.”
‘Opt-Out’ Policy Sparks Hollywood Outrage
The core of the controversy centered on Meta’s “opt-out” policy. The feature automatically applied to all public Instagram accounts belonging to users over the age of 18. To prevent their photos from being used as AI training inputs or manipulated by other users, adults were required to manually disable the feature in their settings. Accounts belonging to minors and private accounts were opted out by default.
The policy immediately drew sharp criticism from the entertainment industry, which has been locked in ongoing battles with tech companies over intellectual property and AI.
Creative Artists Agency (CAA), which represents a roster of A-list talent including Zendaya, Tom Cruise, and Meryl Streep, called out the policy for copyright risks, and called on Meta to change the feature so that users were automatically opted out.
“No one’s name, image, likeness, voice or creative work should be used by any third party, including AI models, without clear, documented consent,” CAA said in a statement issued on Wednesday.
SAG-AFTRA, the union representing tech-exposed performers and Hollywood actors, also sounded the alarm, urging its members and the public to “take action to protect your likeness” by disabling the feature.
Viral Pushback and Broader AI Concerns
Opposition to the tool quickly went viral on Meta’s own platforms. Prominent creators and celebrities used their grids and stories to warn followers about the pre-enabled setting.
A video posted by content creator Barrett Pall detailing how to opt out of the feature garnered more than 1.5 million views on Instagram Reels, while Emmy-nominated actor Hannah Einbinder also posted content criticizing the tool.
The swift retirement of Muse Image highlights the mounting scrutiny facing tech conglomerates as they race to deploy consumer-facing generative AI tools. Public anxiety has expanded beyond digital copyright to include the broader environmental impact of AI, particularly the high energy and water consumption of data centers required to power these models.
While Meta has completely disabled the tool, the swift collapse of Muse Image raises questions about how the company’s AI division will approach user consent and data privacy in future product rollouts.
Contact Newsweek editors for this story: Matthew Robinson and Anthony Murray.
