Meta is facing backlash after unveiling Muse Image, the social media company’s first AI image generation tool. Critics have voiced concerns over privacy, as the tool allows users to remix other public users’ photos with artificial intelligence.
According to the New York Times, all adult Meta users were automatically opted in when the feature was rolled out on Tuesday, July 7, leading to criticism on social media over a lack of consent.
Tech justice non-profit Foxglove’s advocacy director, Donald Campbell, told the BBC, “We’ve already seen a catalogue of harms from non-consensual AI-altered images on social platforms just in the past year. It is hard to see why [Meta CEO] Mark Zuckerberg thinks facilitating yet more of this creepy image manipulation is a good idea.”
Even Hollywood talent agency Creative Artists Agency (CAA), known for handling stars like Meryl Streep and Zendaya, criticized Meta for the tool’s opt-out policy. “No one’s name, image, likeness, voice or creative work should be used by any third party, including AI models, without clear, documented consent,” CAA said in a statement.
“We have raised our concerns with Meta on behalf of our clients, voicing our disapproval and perspective on the need for a more responsible approach. We call on Meta to make protection the default on Muse Image, not the exception, and enable individuals to opt in if they want to allow usage of their image or likeness for AI content creation.”
How Does Meta’s Muse Image Work?
With Muse Image, Instagram and Meta AI users can take photos and remix them using presets or prompts. “One tap restores an old family photo, lets you see yourself with trending hairstyles, or reimagines you as a claymation character or a 16-bit video game hero,” Meta says in its blog. “You can also snap a photo of your room and ask Meta AI to redesign it with real products from the web or Facebook Marketplace.”
Muse Image also manifests in over 30 new AI-powered effects on Instagram Stories. The feature has only been rolled out to a limited number of countries, including the Philippines, but Meta says it will be made available in other locations.
Meta said that a video generation tool, Muse Video, is also in development.
How Can You Opt Out of Muse Image on Instagram?
If you’re worried about your photos and data potentially being farmed and misused by AI but want to keep your profile public, there’s a way to turn off the feature.
You can go to your profile and tap the hamburger button (three bars) on the top right corner of the screen to open your settings. Open the tab labeled “Sharing and reuse” and look for the subsection that says, “Allow people to reuse your content on Instagram and with AI features at Meta.” Under this, you can toggle off permissions for photos and reels.
These settings may not be available to other users. In that case, you may have to open the settings on individual posts and reels, and tap “Turn off reuse.”
Frequently Asked Questions
According to reporting from the New York Times, Meta automatically opted in all adult users with public accounts when Muse Image rolled out on Instagram on Tuesday, July 7, without requiring explicit consent beforehand.
Open your profile settings via the hamburger menu, go to “Sharing and reuse,” and toggle off permissions under “Allow people to reuse your content on Instagram and with AI features at Meta.” If unavailable, turn off reuse on individual posts and reels instead.
Foxglove’s advocacy director Donald Campbell criticized Muse Image over non-consensual AI image manipulation, while talent agency CAA publicly called on Meta to make privacy protection the default rather than requiring users to opt out.
Muse Image lets Instagram and Meta AI users remix photos using presets or prompts, such as restoring old family photos, applying trending hairstyles, turning users into claymation or 16-bit game characters, or redesigning rooms with real marketplace products.
Yes, Muse Image is available in the Philippines. AI Effects on Instagram Stories are also available in limited countries, including the Philippines, with Meta saying wider availability in additional markets is planned.
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