Meta scraps AI image feature days after launch following privacy backlash

Meta has withdrawn its newly launched artificial intelligence (AI) image generation feature just days after its debut earlier this week.

Meta's Muse image model provides a feature that lets users generate and edit images using natural language prompts like most AI image generators. However, it drew major criticism from privacy advocates, creators and entertainment industry groups given that it also allowed users to create AI-generated images using public Instagram photos without their explicit consent.

What sparked the controversy


Meta introduced Muse Image on July 7 across Meta AI, Instagram and WhatsApp. The feature allowed users to generate images from text prompts, edit photos and create AI visuals by referencing content from public Instagram accounts. By default, adult users with public accounts were included unless they chose to opt out.

Within hours of the rollout, users questioned the opt-out mechanism, arguing that publicly available photos should not be treated as consent for AI-generated content. Critics also warned that the feature could facilitate impersonation, deepfakes and identity misuse, particularly because people whose images were referenced would not necessarily be notified.

Backlash intensifies

The criticism continued to grow over the following two days as creators' groups and entertainment organisations joined the debate. By July 8 and 9, the backlash had widened beyond privacy advocates. Talent agency Creative Artists Agency (CAA), actors' union SAG-AFTRA and creators called for stronger safeguards around digital likenesses, arguing that individuals should have greater control over how their images are used by AI systems.

The controversy also renewed scrutiny of how AI companies use publicly available data to develop and deploy generative AI tools, with concerns centring on consent, privacy and the protection of digital identities.

IT Secretary S. Krishnan said the Centre would examine whether Meta's Muse Image feature complies with India's legal framework if it receives any representations or complaints. "The government will see if it is in accordance with the legal framework or not. We will examine the representations we receive on the matter," he said.

Responding to the concerns, Meta said Muse Image was built with "strong controls and safety guardrails." The company said private accounts and users under 18 were excluded by default, while adults with public accounts could opt out through the app's settings.

Meta reverses course

Facing mounting criticism, Meta withdrew the feature on July 10, acknowledging that it had "missed the mark." The company said it would continue developing AI creative tools with a greater focus on transparency and user control.

The company said it would use the feedback received during the launch to refine its AI products while continuing to develop creative tools with greater transparency and user control.