Meta’s first-ever AI image generator faces Instagram backlash:Critics warn it can alter public profile photos without permission, raising privacy concerns

What if someone could use your public Instagram photo to create a completely new AI-generated image without asking your permission? That’s the concern surrounding Meta’s new AI image generation tool, ‘Muse Image.’
While the feature is designed to make creating AI visuals easier, it has triggered strong criticism from Hollywood, talent agencies, and performers’ unions over privacy, consent, and the misuse of people’s likenesses. What is Meta’s new AI tool? Meta has launched ‘Muse Image,’ a new AI-powered feature that allows users to generate new images using publicly posted Instagram photos. According to the company, the tool can turn ideas into high-quality visuals that users can download and share. In its promotional video, Meta showed examples such as adding a friend to a band photo or creating new AI-generated images from existing pictures. Why is the tool facing criticism? The biggest concern is that many Instagram users with public accounts were automatically opted into the feature. Critics say this means their photos can be used for AI-generated content unless they manually change their settings. Talent agencies and creators argue that this could allow people to alter the images of celebrities and other public figures without their permission. Kyle Hjelmeseth, CEO of influencer talent management firm GB, said: I just think it’s wrong again to expect people to opt themselves out of something that literally has been proven to be able to create harm. Hollywood wants an opt-in system Several entertainment organisations believe Meta should require users to actively permit the use of their images. Creative Artists Agency (CAA), which represents many actors, musicians, and creators, urged Meta to make protection the default. The agency said: We call on Meta to make protection the default on Muse Image AI, not the exception, and enable individuals to opt-in if they want to allow usage of their image or likeness for AI content creation. CAA also stressed that artists should decide if, when, and how their images are used, while having the ability to monitor usage and prevent misuse. Also read: Mark Zuckerberg returned to ‘X’ after 3 years: Meta launched ‘Muse Spark 1.1′ AI model to compete with OpenAI and Anthropic

SAG-AFTRA also raises concerns Performers’ union SAG-AFTRA criticised the rollout, saying users should only be included if they clearly choose to participate. The union said: Anything other than a clear and conspicuous OPT-IN for these types of uses of Instagram users’ images is unacceptable. The organisation warned that the current system could expose users to unnecessary risks and misuse. Meta says users can opt out Meta defended the new feature, saying it includes several safeguards. According to the company: Meta said: We built Muse Image with strong controls and safety guardrails from day one. Why Hollywood is worried about AI The entertainment industry has become increasingly concerned about AI-generated images and videos. In recent years, celebrities have been targeted by deepfakes, fake advertisements, and AI-generated content that uses their likeness without permission. Similar concerns were raised last year after users created AI videos featuring deceased celebrities without approval from their estates. Because of these incidents, many artists believe stronger consent rules are needed before AI tools can use people’s images. Also read: Hobbies of AI giants: Zuckerberg feeds expensive dry fruits to cows, Musk has James Bond film’s submarine car

Experts say consent should come first Privacy experts argue that requiring users to opt out places the burden on individuals instead of the platform. Lori Fena, former chair of the Electronic Frontier Foundation and co-founder of Personal Digital Spaces, criticised the approach. She said: This dark pattern of AI overreach… is something that nobody actually wants. She added that the AI industry needs greater trust, transparency and authenticity rather than systems that automatically include users. Experts say Meta’s latest feature reflects a broader trend in the tech industry, launching AI products first and addressing privacy concerns later. As AI tools become more powerful, companies are facing growing pressure to ensure that creators, celebrities and everyday users have greater control over how their photos, videos and digital identities are used.