Meta has removed a controversial artificial intelligence feature from Instagram just days after its launch following criticism over privacy, consent and the use of public user content. The feature, called Muse Image, was introduced as part of a wider rollout of AI tools but faced strong backlash from users, privacy advocates and organisations concerned about the potential misuse of personal images. Meta confirmed that the tool had been taken down, stating that it had "missed the mark" in its intended purpose.

Muse Image allowed users to generate AI-created images by referencing public Instagram accounts. Through prompts, users could create new images based on photographs available on public profiles. However, concerns emerged after users discovered that the feature was enabled by default, meaning public content could potentially be used unless account holders manually chose to opt out. The issue raised questions about whether users had provided meaningful consent for their images to be included in AI-generated creations.

Meta said the purpose of the feature was to offer a new creative experience while allowing users to manage how their public content was used. However, the company acknowledged the criticism surrounding the tool and decided to discontinue it shortly after release. The decision came after growing online discussions about privacy risks and concerns over whether AI systems should use publicly available images without explicit approval from the individuals featured.

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The feature also drew criticism from privacy groups and organisations representing actors and media professionals. SAG-AFTRA, a union representing performers, argued that AI systems involving people's likenesses should require clear permission before creating digital representations. The organisation raised concerns about the possibility of non-consensual digital replicas and the broader impact of generative AI tools on personal identity and creative industries.

Meta's decision reflects the increasing scrutiny faced by technology companies as they introduce new artificial intelligence products. The incident highlights the importance of transparency, user control and consent when developing AI-powered features involving personal data and digital images. As companies continue expanding their AI offerings, privacy safeguards and clear communication with users are expected to remain key challenges in building trust.

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