Meta kills AI feature after privacy backlash

Meta has removed a Muse Image feature that allowed people to reference public Instagram accounts when generating AI images.

The change means users can no longer @-mention a public account in Meta AI to draw on that profile’s public photos. Muse Image itself remains available.

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Meta says the feature missed the mark

Meta launched Muse Image on 7 July as the first image generation model from Meta Superintelligence Labs. The model can blend photos, respond to written prompts and power creative tools across Meta’s platforms.

The original announcement said users could @-mention public Instagram accounts to bring photos from those profiles into generated images. Account holders could turn the function off through their settings.

Meta updated the announcement on 10 July after receiving criticism over the feature’s opt-out approach.

“We’ve heard the feedback that this feature missed the mark, so it’s no longer available,” the company said.

The wider Muse Image rollout remains in place. Meta has said the technology will expand to Facebook and Messenger, while advertisers and agencies will gain access through Advantage+ creative.

Spender calls for opt-in privacy controls

Allegra Spender, independent Member for Wentworth, launched a petition calling for stronger consent requirements after the feature was announced.

The petition argued that Australians with public Instagram accounts had been automatically included. It called on the Federal Government to require privacy-related platform features to be opt-in by default.

“This should never have been opt-out. It should always have been opt-in,” Spender said in the petition.

Spender also called for stronger digital privacy laws and a duty of care covering social media companies.

Following Meta’s decision, Spender welcomed the withdrawal in an Instagram post.

“Great news! Meta has announced they will remove the AI tool they were rolling out without permission that let strangers manipulate your images without consent,” she said.

Spender described the decision as one step forward. She also called for opt-in social media algorithms and stronger obligations for platforms to address harmful content.

 

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