Meta u-turns on AI image generator after creator backlash

Meta has scrapped an AI image feature that let users generate pictures using other people's public Instagram photos, after drawing criticism from talent agencies and unions over its use of creators' likenesses without consent.

Launched on 7 July, the feature – called Muse Image – lets users mention any public Instagram account inside a prompt, allowing Meta AI to pull that person's public photos as visual references to generate new images, without notifying the account owner. Public accounts were opted in by default.

The move drew criticism from Creative Artists Agency and SAG-AFTRA, which represents film, television and radio artists, with both organisations warning the tool could allow people's photos and faces to be used without their permission.

Meta has now removed it. "We've heard the feedback that this feature missed the mark, so it's no longer available," the company said in an update to its original launch post. 

Meta added that its intent had been to "give people control over whether their public content could be referenced in this way."

The use of AI in creative work has become an increasingly contested area, with platforms and agencies trying to expand AI capabilities while maintaining trust with the creators whose content trains and powers those tools.

Meta for its part has insisted it values human creativity – emphasising in its own AI communications that the best content comes from real people.

CAA commended Meta for its "swift decision" and said putting individual rights and consent at the forefront was "essential to building responsible technology." "We look forward to ongoing conversations to ensure creators stay protected as technology evolves," the agency added.

SAG-AFTRA also backed the decision. "With the dangers of nonconsensual digital replicas well known to all, a feature that encouraged that behavior is unwise. We appreciate its discontinuance. It is the responsible thing to do," the union said on X.