Meta withdraws Muse Image AI feature after creator backlash

Meta launched the Muse Image AI tool in early July, allowing users to generate images that incorporated public Instagram photos by mentioning the account with an @‑handle. Public accounts were automatically opted in, while private accounts and users under 18 were excluded. Creators and industry groups—including SAG‑AFTRA and the Creative Artists Agency—criticised the lack of explicit consent, urging an opt‑in system. Within days of the rollout, Meta announced the feature’s removal, citing the feedback that the approach “missed the mark.”

The Japanese report notes that Muse Image was part of the new Meta AI suite, offering both image generation and editing, with free and subscription options. The @‑mention functionality that used Instagram content was discontinued, and Meta plans to roll the tool out gradually across its other platforms for advertisers and agencies. The incident highlights growing concerns over AI models using publicly shared content without clear permission.