Meta has withdrawn its newly launched artificial intelligence (AI) image generation feature just days after its debut earlier this week.
Meta's Muse image model provides a feature that lets users generate and edit images using natural language prompts like most AI image generators. However, it drew major criticism from privacy advocates, creators and entertainment industry groups given that it also allowed users to create AI-generated images using public Instagram photos without their explicit consent.
What sparked the controversy
Meta introduced Muse Image on July 7 across Meta AI, Instagram and WhatsApp. The feature allowed users to generate images from text prompts, edit photos and create AI visuals by referencing content from public Instagram accounts. By default, adult users with public accounts were included unless they chose to opt out.
Within hours of the rollout, users questioned the opt-out mechanism, arguing that publicly available photos should not be treated as consent for AI-generated content. Critics also warned that the feature could facilitate impersonation, deepfakes and identity misuse, particularly because people whose images were referenced would not necessarily be notified.
Backlash intensifies
The criticism continued to grow over the following two days as creators' groups and entertainment organisations joined the debate. By July 8 and 9, the backlash had widened beyond privacy advocates. Talent agency Creative Artists Agency (CAA), actors' union SAG-AFTRA and creators called for stronger safeguards around digital likenesses, arguing that individuals should have greater control over how their images are used by AI systems.
