Meta Removes Controversial AI Feature Allowing Deepfake Generation from Public Instagram Accounts

The company acknowledged user concerns and withdrew the capability following immediate backlash.

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Meta has deactivated a contentious AI-driven feature called Muse Image. Initially launched with the ability to generate synthetic visuals based on public Instagram content, the tool allowed users to automatically create AI-generated images by tagging any public account, regardless of the owner’s consent. While Meta framed the feature as a creative tool for tasks like designing event invitations or collaborative projects, it sparked widespread criticism for enabling potential misuse of personal likenesses without explicit permission.

In a follow-up statement, the company confirmed that user feedback led to the feature’s removal. “Earlier this week, we announced that one way for people to generate images in Meta AI is by @-mentioning public Instagram accounts that they want to reference,” Meta stated. “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. We’ve heard the feedback that this feature missed the mark, so it’s no longer available.”

Critics, including major industry groups, quickly voiced opposition. Hollywood agency CAA, representing stars like Tom Hanks and Meryl Streep, publicly condemned the feature’s lack of consent mechanisms. “No one’s name, image, likeness, voice or creative work should be used by any third party, including AI models, without clear, documented consent,” the agency stated. Labor union SAG-AFTRA also advised members to opt out of the feature. Users were required to disable a hidden setting titled “Allow people to create with and reuse your content” or switch their accounts to private to prevent unauthorized use.

The swift removal comes amid growing scrutiny over AI ethics and content ownership. While the exact influence of advocates like CAA and SAG-AFTRA remains unclear, the decision signals Meta’s attempt to address mounting concerns about responsible AI deployment.

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