Meta is facing growing criticism over Muse Image, a new AI image-generation tool that can create visuals using photos from public Instagram profiles. Launched by Meta Superintelligence Labs, the feature is available across the Meta AI app, Instagram Stories and WhatsApp, letting users generate artwork and edit images through text prompts.
The controversy centres on one specific capability: by tagging a public Instagram account, users can generate AI images based on that person’s profile photo, without requiring their explicit permission. Many users have criticised the feature for being opt-out rather than opt-in, questioning why their images could be reused by default. Some pointed to a broader pattern in the tech industry of launching data-driven features first and addressing privacy concerns only after public backlash follows.
The criticism has extended beyond individual users. Talent agency Creative Artists Agency has urged Meta to reconsider its Muse AI policy, arguing that artists should have the right to decide how their likeness is used by AI systems.
Meta has said users with public accounts can turn off the feature through Instagram’s Sharing and Reuse settings, and that private accounts are unaffected since their content cannot be accessed. However, critics argue that public visibility does not equal consent for AI reuse, reigniting a wider industry debate over where the line should sit between openly available content and its use in generative AI tools.
