Meta has decided to retract a controversial feature from its newly introduced Muse AI photo and video tools, following significant backlash from influential sectors of Hollywood, including major organizations like CAA and SAG-AFTRA.
On Friday evening, the tech company announced that it would eliminate the functionality allowing users to generate AI content by tagging public Instagram accounts, allowing them to remix content without explicit permission. This feature was initially applied to all public profiles on Instagram, unless users chose to opt out.
In a statement, Meta explained, “Earlier this week, we introduced a method for users to create images with Meta AI by mentioning public Instagram accounts they wanted to refer to. Our goal was to offer a valuable creative tool and give users the option to control if and how their public content could be referenced. We have received feedback indicating that this feature did not meet expectations, so we have decided to discontinue it.”
The feature had provoked significant criticism from Hollywood’s elite, with CAA issuing a statement earlier in the week that stated, “No individual’s name, image, likeness, voice, or creative work should be exploited by any third parties, including AI models, without explicit, documented consent.”
SAG-AFTRA echoed these sentiments, asserting that “anything short of a clear and explicit OPT-IN for the utilization of Instagram users’ images is unacceptable and demonstrates a fundamental misunderstanding of public sentiment regarding the potential dangers and harms associated with such practices.”
Meta's quick decision to remove the feature suggests that it is seriously considering these concerns.
This situation mirrors a similar backlash faced by OpenAI when it launched its Sora app last year. The app debuted without robust intellectual property protections, leading to various infringements featuring recognizable celebrities before the company quickly retracted the feature and tightened its policies. Ultimately, OpenAI discontinued Sora altogether, refocusing its strategy on catering to enterprise customers.
