Meta disables Instagram AI feature that allowed users to modify public photos without consent

Meta has disabled an AI-powered feature on Instagram that allowed users to generate images by referencing public photos from other accounts without their creators' knowledge or consent. The feature was introduced this week as part of a broader set of AI tools, including Meta’s Muse Image generator from its Superintelligence Labs. According to Meta’s blog post, the tool was intended to provide a 'useful creative tool' and give people control over whether their public content could be used in this way. However, the company acknowledged that the feature 'missed the mark' and has since removed it.

The decision follows immediate backlash from users and scrutiny from talent agencies, including CAA, over concerns about potential misuse. The feature did not notify account holders when their public photos were used as references for AI-generated images, raising privacy and consent issues. TechCrunch reported on how users could disable the feature, reflecting the urgency of the response to the criticism.

Meta’s move comes amid broader concerns about the misuse of AI on social media platforms, particularly in generating non-consensual explicit content. The company’s reversal underscores the challenges platforms face in deploying AI tools responsibly while balancing innovation with user protections. The feature’s removal also highlights the scrutiny AI-powered tools face when integrated into creative and social workflows.