Meta’s Muse Image
Meta is drawing scrutiny after introducing Muse Image, a new AI image generator that can use public Instagram photos to create AI-generated visuals featuring specific users. The tool, developed by Meta’s Superintelligence Labs, is available through the Meta AI app, WhatsApp, and Instagram Stories.
According to Meta, Muse Image is designed to interpret complex prompts and combine multiple photos into downloadable and shareable images. A notable feature allows users to @ mention an Instagram account inside the Meta AI app, which can then incorporate that account’s public photos into a generated image. Meta says tagging a username enables its AI to use public photos to build a visual ready for posting.
The feature applies to public Instagram profiles unless users opt out. Private accounts are not eligible for use in this way, and Meta AI will notify users if an account cannot be used because its profile is private.
Privacy advocates have criticized the default setting. Public Citizen, a nonprofit consumer advocacy organization, described the feature as an invasion of privacy. J.B. Branch, the group’s director of federal AI governance and technology policy, said users should not find that their likeness has been used in AI content without clear consent. The organization also objected to Meta’s decision to rely on an opt-out process rather than requiring users to opt in.
Users with public Instagram accounts can disable the feature through Instagram’s settings. In the app, they can go to their profile, open the menu, and select “Sharing and Reuse.” Under the section titled “Allow people to reuse your content on Instagram and with AI features at Meta,” users can turn off separate toggles for Posts and Reels.
The rollout highlights an ongoing debate over how social platforms should balance AI development, public content, user consent, and privacy protections.