What started as a typical product launch quickly devolved into a public relations crisis that forced Meta to retract a controversial feature.
On Friday, Meta announced the discontinuation of its Muse Image tool, which enabled users to generate AI images based on publicly available posts from Instagram. This feature was introduced earlier in the week as part of a presentation from Meta's Superintelligence Labs. The tool was designed to allow users creative freedom and give them authority over the use of their public content. However, following user backlash, Meta acknowledged the voices of its community, stating, "We’ve heard the feedback that this feature missed the mark, so it's no longer available," in an Instagram blog update.
Despite the removal of Muse Image, other functionalities, such as photo-editing capabilities, remain operational.
Following the feature's launch, Instagram users were quick to express their discontent, highlighting concerns surrounding privacy and the potential for generating deepfakes. Many took to platforms like X and Reddit to provide guidance on opting out of the new functionality.
Privacy advocates, including Apar Gupta, director of the Internet Freedom Foundation, voiced their criticism via a video on X, asserting, "Meta's ownership of a major social media platform does not give them the right to violate our privacy and consent repeatedly."
The entertainment industry also condemned the feature. SAG-AFTRA, the union representing approximately 160,000 workers in the media and entertainment sector, encouraged its members to opt out. The union issued a statement to Business Insider declaring, "Any procedure that does not require an explicit OPT-IN for the use of Instagram users' images is inappropriate and demonstrates a serious misunderstanding of public concerns regarding the risks involved."
SAG-AFTRA commended Meta for retracting the feature, stating, "Given the well-documented risks of nonconsensual digital replicas, a feature that promoted this practice is ill-advised. We appreciate its termination, as it reflects responsible decision-making."
Creative Artists Agency, which represents numerous high-profile stars, also criticized the rolled-out feature. They emphasized, "No individual's name, image, voice, or creative content should be exploited by any third party, including AI models, without clear and documented consent. True innovation prioritizes creators, by respecting their rights and safeguarding their interests, rather than relinquishing control to platforms."
The rise of AI technology continues to stir apprehension among entertainers, with many worried about unauthorized use of their likenesses or voices. Celebrities like Matthew McConaughey and Jeremy Clarkson have proactively sought trademark protections to shield their identities from AI misuse.
Similarly, OpenAI encountered its own backlash after unveiling Sora 2, an AI-driven video generation platform, in 2025. Initially, Sora 2 enabled users to create content that included trademarked characters, drawing criticism from major entertainment entities like Studio Ghibli. While OpenAI later established a partnership with Disney for sanctioned use of these characters, Sora 2 ultimately shut down in March, reflecting the ongoing challenges companies face in navigating the complex interactions of technology and intellectual property rights.
