Meta Deactivates Controversial Instagram AI Deepfake Feature After Backlash

Meta has disabled a controversial feature in its Muse Image AI generator that allowed anyone to create deepfakes of public Instagram profiles.

When the company introduced Muse Image, it also announced a new Instagram feature that allowed anyone to tag a public Instagram account and automatically generate AI images based on that account’s public posts. Users did not need permission from the account owner to use the feature.

At the time of the launch, Meta said the capability could be used to create custom event invitations, collaborative creative concepts, or personalized graphics by simply @-mentioning public Instagram accounts.

Feature “Missed the Mark”

Meta later updated its Muse Image announcement, saying it had listened to user feedback and removed the feature.

The company said its goal was to provide a useful creative tool while allowing people to control whether their public content could be referenced in this way. However, it acknowledged that the feature “missed the mark” and confirmed that it is no longer available.

Immediate Backlash

The feature faced criticism shortly after it was announced, largely because public Instagram users had to manually opt out if they did not want their content to be used for AI-generated images.

To disable the feature, users had to navigate through Instagram’s Settings menu and turn off the option labeled “Allow people to create with and reuse your content.” The only other way to prevent the feature from using their posts was to make their Instagram account private.

Hollywood Groups Also Raised Objections

According to Variety, the criticism extended beyond ordinary users.

Hollywood talent agency CAA, which represents clients including Tom Hanks and Meryl Streep, reportedly raised its concerns directly with Meta.

In a statement, the agency said that no person’s name, image, likeness, voice, or creative work should be used by any third party, including AI models, without clear and documented consent.

American labor union SAG-AFTRA also encouraged its members to opt out of the feature.

It is unclear whether the concerns raised by these organizations directly influenced Meta’s decision. However, the company has now removed the capability after acknowledging the negative feedback.