Meta has removed a recently introduced feature that allowed users to modify photos taken from public Instagram accounts using AI. The capability, launched earlier this week alongside other AI tools, was discontinued after the company said it had “missed the mark.”
What the feature did
The company introduced Muse Image, an AI image generator developed by its Meta Superintelligence Labs unit. One promoted capability let people generate images by @-mentioning public Instagram accounts they wanted to reference. That implementation did not include a mechanism to notify account holders when their photos were used as a reference.
Immediate backlash
The feature drew swift criticism. TechCrunch published a guide explaining how users could disable the functionality amid privacy and misuse concerns. Meta announced in a Friday blog post that it was removing the feature; Puck News founding partner Dylan Byers was the first to report the company’s decision.
In its blog post Meta said: “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. We’ve heard the feedback that this feature missed the mark, so it’s no longer available.”
Broader context on AI misuse
Since AI tools began to be integrated into social platforms, there have been numerous cases of misuse — for example, generating nude images of female celebrities. Platforms have tried to introduce guardrails to limit abuse, but those measures have often proved insufficient. Observers argued that Meta’s now-removed feature was particularly susceptible to similar abuses.
Dylan Byers noted that the decision to remove the feature came amid scrutiny from users and talent agencies, including Creative Artists Agency (CAA).
Next steps
TechCrunch contacted Meta for further comment and said it would update its coverage if the company responds. While Meta continues to develop AI tools such as Muse Image, the specific option to generate images by referencing public Instagram accounts is no longer available.
