Following significant backlash last week, Meta has decided to remove the most controversial aspect of its latest AI update on Instagram, which previously allowed users to easily generate deepfakes of others on the platform.
In an update shared on Friday, Meta acknowledged the public's concerns, stating, "We've heard the feedback that this feature missed the mark, so it's no longer available."
This development came after Meta introduced its latest AI image model on Instagram, aiming to showcase the potential of its substantial investment in generative AI. The feature allowed users to "tag" any public Instagram accounts, integrating those individuals into realistic AI-generated images, essentially creating deepfakes.
While Meta provided two options for opting out of the feature, many users were frustrated to find they were automatically set to opt in. SAG-AFTRA, the actors' union known for advocating the protection of artists' likenesses against unauthorized AI use, issued a statement calling the feature "unwise" and expressed gratitude for its discontinuation, describing it as a responsible decision.
As AI-generated image and video technology evolves, discerning the difference between real and AI-created content becomes increasingly challenging. To address this issue, tech companies are exploring methods like invisible watermarks and clearer labels for AI-produced media. However, as AI tools continue to proliferate, including the remaining image creation and editing features on Instagram, finding clarity in an ocean of AI content remains a daunting task.
