Meta Platforms, Inc. (NASDAQ:META) has discontinued its newly launched AI image-generation feature just days after its debut, following mounting criticism over privacy concerns and its default use of public Instagram photos.
Meta Reverses Course On AI Image Tool
On Friday, Meta updated its blog post and said it has removed the AI feature introduced earlier this week as part of Muse Image, the company’s first image-generation model from Meta Superintelligence Labs, after users and advocacy groups criticized how it handled public Instagram content.
The tool, integrated into the Meta AI chatbot, allowed users to generate and edit AI-created images using public Instagram photos as input. Critics, however, argued the feature was enabled by default rather than requiring users to opt in.
“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,” Meta said in a statement.
The company acknowledged the backlash, adding, “We’ve heard the feedback that this feature missed the mark, so it’s no longer available.”
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Privacy Concerns Spark User, Hollywood Backlash
The feature drew widespread criticism over concerns that it could enable AI-generated digital replicas without clear user consent.
Emmy-winning actor Hannah Einbinder criticized the feature on Instagram, saying it had been turned on automatically and urging followers to disable it, Reuters reported.
SAG-AFTRA, the union representing actors and other media professionals, also urged members and Instagram users to opt out, arguing that “anything other than a clear and conspicuous opt-in” for AI use of users’ images was “an utter miscalculation of public sentiment.”
Meta now lets anyone use your Instagram photos in AI images without your consent. SAG-AFTRA recommends that #SagAftraMembers (and all Instagram users) opt-OUT of Meta’s new AI image generation tool, Muse Image. Take action to protect your likeness. pic.twitter.com/8uKBLx6qRZ
— SAG-AFTRA (@sagaftra) July 10, 2026
Following Meta’s decision to discontinue the feature, the union welcomed the move.
“With the dangers of nonconsensual digital replicas well known to all, a feature that encouraged that behavior is unwise,” a SAG-AFTRA spokesperson said. “We appreciate its discontinuance. It is the responsible thing to do.”
SAG-AFTRA Statement on Meta Announcing the Removal of Muse Image AI Feature
— SAG-AFTRA (@sagaftra) July 11, 2026
"With the dangers of nonconsensual digital replicas well known to all, a feature that encouraged that behavior is unwise. We appreciate its discontinuance. It is the responsible thing to do." pic.twitter.com/ccTVEUFfTS
Price Action: Meta shares closed Friday up 5.97% at $669.21 during the regular session, before slipping 0.18% to $668.02 in after-hours trading, according to Benzinga Pro.
According to Benzinga Edge Stock Rankings, Meta ranks in the 88th percentile for Growth. Although the stock has lagged over the long term, it has posted strong momentum in the short and medium term.
Disclaimer: This content was partially produced with the help of AI tools and was reviewed and published by Benzinga editors.
Image via Shutterstock
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