New Delhi: Meta has suspended its controversial AI image generation feature just days after launching it, following widespread criticism from creators, talent agencies, and performers over how it used public Instagram accounts. The feature, which came as a new feature on Meta’s Muse Image model, allowed the creation of AI-generated pictures by merely tagging a public Instagram profile, sparking worries on respect and privacy.
The company admitted on Friday that the feature has been scrapped due to the poor response. A Meta spokesperson told AFP it was intended to provide a creative experience while also providing users with a degree of control over whether “such” content would be referenced in their public accounts. The feature “missed the mark”, admitted the company, and has been eliminated, reported by Variety.
Meta unveiled the Muse Image model earlier this week, allowing users to create AI-generated images based on public Instagram accounts. The feature worked on an opt-out system, meaning users aged 18 and above with public profiles had to manually disable the setting if they did not want their images to be used.
The opt-out method sparked immediate criticism from creators and digital rights activists, who believe that AI tools should need explicit consent before utilising an individual’s likeness or image. The response was harsh on social media immediately after the feature was released.
The Hollywood Reporter reports that talent agency Creative Artists Agency (CAA), which has represented several stars such as Tom Hanks and Meryl Streep, directly brought its concerns to the attention of Meta. The agency affirmed that the name, image, voice and creative work of creators must not be used by AI systems without proper and documented permission from the creators.
After Meta’s announcement, CAA welcomed the move, referring to it as a significant step towards safeguarding creators’ rights. Previously, the performers’ union SAG-AFTRA had asked members to boycott the feature, warning artists to fight to protect their likeness.
Meta’s reversal reflects increasing pressure on AI companies over how they collect and use public data for generative AI tools. A similar criticism led OpenAI to change policies over its Sora 2 video model before ultimately dropping the functionality.
The development comes as scrutiny around AI companies continues to grow. On Friday, Apple filed a separate lawsuit against the company, claiming they used Apple trade secrets and misappropriated them with the assistance of former employees. OpenAI has denied the allegations.
Click for more latest Tech news. Also get top headlines and latest news from India and around the world at News9.
Pragya is a Science and Technology reporter, has Master degree in Journalism, covering a range of stories including space, gadgets and how tech is transforming our lives. She has 4+ years of industry experience in Digital Media and Content Writing. 15+ years of practice in yoga philosophy to every day, and that’s one way she strive to build meaningful experiences.