Meta is facing a backlash over its new AI tool Muse Image, which can generate pictures using other people's Instagram profile pictures without telling them. The tool is available through the Meta AI app, web browser, WhatsApp, and Instagram Stories for US users. While Meta says users can opt out of their image being used even with a public account, critics have raised concerns. Donald Campbell, advocacy director at tech justice non-profit Foxglove, called it an "obvious recipe for disaster," noting the catalogue of harms from non-consensual AI-altered images on social platforms. Privacy International also criticized the feature, telling the BBC it was "the latest sign AI companies see people's images and data as raw material to be exploited." The feature faces heightened scrutiny as regulators investigate AI-generated images, with Ofcom currently investigating X over Grok's role in creating and sharing non-consensual AI-altered images. Meta said a dedicated setting, separate from account privacy controls, allows users to opt out by going to Instagram's settings menu, selecting "Sharing and Reuse," and switching off the relevant option. Meta stated in a blog post that the tool uses "advanced reasoning to understand complex prompts, seamlessly blending multiple photos into high-quality creations." The company said users can choose from presets and suggested prompts, and while the tool is free for "everyday creation," heavier users can access additional usage through subscription plans. Meta added that Muse Image will soon be available on Facebook and Messenger, and a video-generation version is reportedly in development.
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