Meta has launched Muse Image, its first image generation model from Meta Superintelligence Labs, bringing new AI creative tools to Meta AI, Instagram and WhatsApp.
The model is designed to generate and edit images from conversational prompts. It can also blend multiple photo references, apply preset styles, and support direct edits marked up on an image.
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What is Muse Image?
Muse Image is Meta’s new image generation model for Meta AI. The company said the tool uses reasoning to interpret more complex prompts before producing or editing an image.
For users, that means prompts can be written in simple language. Meta said people can ask the tool to create scenes, remove objects from photos, render text inside visuals, or build formats such as infographics and QR codes.
The launch follows the rollout of Muse Spark, Meta’s AI assistant model. Meta said Muse Image works with Muse Spark to plan layouts, use web context, and combine several visual references in one output.
Prompt: A tiny mouse running a miniature Italian restaurant out of a hole in a brick wall — checkered tablecloth on a matchbox table, a birthday candle chandelier that is suspended from ceiling with thread, and a thimble of tomato soup for the guest. Soft warm light, macro photography style, shallow depth of field.
New creative tools for Instagram and WhatsApp
Muse Image will also power new creative features across Meta’s apps. Instagram Stories will receive more than 30 AI-powered effects, while WhatsApp users in limited countries can generate images in direct chats with Meta AI.
Meta said the features will expand to more locations over time. Muse Image is also coming soon to Facebook and Messenger.
The model includes a presets panel inside Meta AI, giving users suggested prompts to start from. Examples include restoring old family photos, testing hairstyles, or reimagining a person as a claymation character or 16-bit video game figure.
Why it matters for advertisers
For marketers and agencies, the most relevant update is Meta’s plan to bring Muse Image into Advantage+ creative in the coming weeks.
The move gives advertisers another way to produce and adapt creative assets inside Meta’s ad ecosystem. It also signals Meta’s broader push to make AI-generated images part of campaign production, not just consumer content creation.
Meta said Muse Image can also be used to redesign rooms with real products from the web or Facebook Marketplace. Users can upload a room photo, request a style, and generate a makeover using available products.
Prompt: Colorful kids’ dino birthday invitation for Sarah, age 7, July 19th. Text: ‘ROAR! You’re Invited!’, ‘Sarah’s 7th Birthday Bash’, ‘Join us to celebrate Sarah turning 7!’. Cartoon dinosaurs with party hats, balloons, confetti. At bottom list: Time – 10am PT; Location – 678 Maple Ave; RSVP by July 9th and let us know if you can make it. Watercolor style.
Using public Instagram content
Meta AI users will be able to @-mention Instagram accounts to bring public profile content into image creations. Meta said the feature is designed for use cases such as event invitations, collaborative concepts and personalised graphics.
The company said users will have a setting to control whether their content can be tagged for AI creation.
What comes next
Meta said everyday use of Meta AI with Muse Image will be free, with subscription plans available for people who want to create more.
The company is also developing Muse Video, which is expected to extend the same broader AI creative push into moving image formats.