Meta Scraps Instagram AI Image Feature Days After Launch Following Privacy Backlash

Last Updated:July 11, 2026, 10:32 IST

Meta said the the new AI feature was launched to provide a useful creative tool and to give people control over whether their public content could be referenced in this way.

Meta has discontinued the artificial intelligence image-generation feature just days after launching it, following widespread criticism over privacy concerns and the use of people’s public Instagram photos without prior consent.

The company confirmed the decision on Friday, saying the feature, introduced earlier this week, would no longer be available. “Our intent was to provide a useful creative tool and to give people control over whether their public content could be referenced in this way," Meta said in a statement. The feature had allowed users to generate AI images using the likeness of adults with public Instagram accounts.

How the feature worked?

Earlier this week, Meta introduced its Muse Image model along with a feature within Meta AI that enabled users to tag any adult’s public Instagram account and generate AI images using that person’s likeness.

Users whose images were used were not notified when someone created AI-generated content featuring them. Instead, Instagram account holders had to opt out if they did not want their public images to be used in this way.

The feature quickly drew criticism from privacy advocates, artists and organisations representing public figures.

Privacy concerns trigger backlash

Critics argued that the tool raised a fundamental question in the age of artificial intelligence: whether companies should obtain explicit consent before using a person’s likeness or simply allow people to opt out later.

Consumer advocacy group Public Citizen described the feature as an “egregious invasion" of privacy. “Meta has once again chosen the creepiest possible path," said J.B. Branch, Director of Federal AI Governance and Technology Policy at Public Citizen.

“People should not wake up to discover their face has become raw material for someone else’s AI experiment," Branch added.

Meta defends safeguards

Before discontinuing the feature, Meta had said the tool included safeguards designed to prevent the creation of content that violated company policies.

According to the company, the image-generation system contained protections against violent, sexual or defamatory AI images involving real people.

Despite the criticism, Meta had not formally announced any policy changes before deciding to discontinue the feature.

Alexandr Wang, head of Meta Superintelligence Labs, acknowledged that the company had received considerable feedback. “We’re definitely receiving a lot of the feedback and are being thoughtful about what the next steps for that product should be," Wang told Axios.

Calls for consent before AI use

Talent agency Creative Artists Agency (CAA) urged Meta to change its policy so that people would have to provide clear consent before their likeness could be used by AI systems.

In a statement, CAA said, “No one’s name, image, likeness, voice, or creative work should be used by any third party, including AI models, without clear, documented consent."

The agency added that creators should be able to decide how their likeness and work are used, while also having the ability to impose restrictions, monitor usage and prevent unauthorised endorsements or exploitation.

Meanwhile, SAG-AFTRA, the largest labour union representing actors, advised its members and other Instagram users to opt out of the Muse Image feature. In a post on X on Thursday, the union said, “SAG-AFTRA recommends that #SagAftraMembers (and all Instagram users) opt-OUT of Meta’s new AI image generation tool, Muse Image." It urged users to “take action to protect your likeness."

Meta’s decision to withdraw the feature comes amid growing scrutiny over how artificial intelligence companies use personal data and public images in developing and deploying new AI tools.

About the Author

Shuddhanta Patra

Shuddhanta Patra, a seasoned journalist with eight years of experience, serves as Senior Sub‑Editor at CNN News 18. With expertise across national politics, geopolitics, business news, she has influen...Read More

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