TEMPO.CO, Jakarta - Tech giant Meta has pulled a new artificial intelligence (AI) feature on Instagram that allows users to create or modify images using other people's photos freely. The decision was made just a few days after the feature was launched due to a wave of criticism regarding privacy and potential misuse.
The feature is part of the launch of Muse Image, an AI image generator developed by Meta Superintelligence Labs, a dedicated AI unit of the company. Through the Meta AI chatbot, users can mention (@-mention) public Instagram accounts as a reference to generate new images or modify images with AI.
However, the feature was not designed to notify the account owner when their photo was used as a reference. In addition, Instagram users with public accounts are automatically opted in, so the resemblance of their faces or content can be used without their knowledge or permission.
The launch of this imitation feature immediately triggered criticism from users, privacy advocates, and the entertainment industry. Several media outlets even published guides for users who wanted to disable the feature.
In a blog post last Friday, Meta announced that the feature has been removed. Meta argued that the initial goal was to provide a useful creative tool and give people control over whether their public content could be used as a reference in this way. "But we have heard feedback that this feature did not meet expectations, so it is no longer available," the statement read as quoted by Tech Crunch on July 10, 2026.
The Hollywood SAG-AFTRA workers' union welcomed Meta's decision as a "victory." Previously, the organization had urged its members and all Instagram users to take steps to protect their facial likeness.
According to SAG-AFTRA, there was a "tremendous miscalculation" of public sentiment regarding the clear dangers and negative impact associated with such use.
Criticism also came from the London-based human rights organization, Privacy International. To the BBC, the organization referred to the feature as "the latest sign that AI companies view people's images and data as raw material to be exploited."
When introducing Muse Image, Meta stated that the feature was only available on Instagram. However, the company also plans to introduce more features and AI integrations to WhatsApp, Facebook, and Messenger. Additionally, Meta is also developing AI-based video creation tools.
Read: Meta Releases New Generative AI Model 'Muse Image'
Click here to get the latest news updates from Tempo on Google News
Instagram Outlines New Algorithm Changes for Users
12 hari lalu
Instagram is currently testing an algorithm setting that aligns with users' needs and preferences.
What Features Are Available on Meta's Special 2026 World Cup Rollout?
24 hari lalu
Meta is introducing a variety of World Cup-inspired features across Threads, Instagram, Facebook, Messenger, and WhatsApp.
What Are EU Social Media Alternatives to Instagram, TikTok?
37 hari lalu
Amid concerns over algorithms, child safety, and disinformation, Europe is looking to build its own social media path.
Meta Launches Paid Subscription Plans for Instagram, WhatsApp, Facebook
45 hari lalu
Meta on Wednesday announced the global launch of consumer subscription tiers for Instagram, Facebook, and WhatsApp, with additional AI plans.
Meta Tweaks Instagram Teen Accounts: What Changes?
51 hari lalu
Meta updates the Teen Accounts feature on Instagram, introducing age-based default content settings inspired by the age classification of 13+ films.
How Meta Wants to Profile 13-Year-Olds on Insta, Facebook
53 hari lalu
Parent company, Meta, aims to root out under-13s with an age-profiling AI. This plays into a debate about a teenage social media ban.
'Dark Patterns': Investigating Online Manipulation
7 Mei 2026
Ireland's media regulator is investigating Facebook and Instagram on suspicion that so-called dark patterns are used to manipulate users.
Meta Hit with $375 Million Fine in Child Exploitation Case
25 Maret 2026
While the New Mexico jury's landmark decision to hold Meta liable could be a bellwether, the penalty is only a fraction of what prosecutors sought.
Meta Reportedly Planning Another Wave of Layoffs
17 Maret 2026
Meta is reportedly preparing to lay off 20 percent of its 79,000 employees as executives begin planning for a new wave of staff reductions in 2026.
Instagram Denies Data Breach Despite Users' Password Reset Requests
13 Januari 2026
Instagram said that its system has not been compromised and that the incident was not caused by any data leakage.
