Meta removes controversial AI feature on Instagram after backlash
Meta has removed a new Instagram AI feature that allowed users to generate images by referencing public accounts without explicit permission. The decision follows significant backlash from users, talent agencies, and privacy advocates concerned about potential misuse and deepfake creation.
Why it matters
This incident highlights the growing tension between rapid AI deployment by tech giants and the protection of individual likeness rights and user privacy.
Meta has axed a controversial feature that allowed users to modify photos from public Instagram accounts using AI. The feature, which was rolled out earlier this week along with a batch of other AI tools, “missed the mark” and is no longer available, according to the company.
Earlier this week, Meta announced Muse Image, a new AI image generator built by its dedicated AI unit known as Meta Superintelligence Labs. Meta promoted one feature that allowed individuals to generate images by @-mentioning public Instagram accounts that they wanted to reference. The feature, which wasn’t designed to alert a user if their photos were used in this way, prompted immediate backlash.
TechCrunch wrote its own guide explaining to users how to disable the feature.
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