Meta Pulls Instagram AI Feature After Privacy Backlash

Tech giant Meta has removed a new artificial intelligence (AI) feature from Instagram that enabled users to freely create or alter images using other people's photographs. This decision came just days after the feature's launch, following a strong backlash over privacy concerns and the potential for misuse.

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But we have heard feedback that this feature did not meet expectations, so it is no longer available.

The feature was integrated into Muse Image, an AI image generator developed by Meta Superintelligence Labs. Through the Meta AI chatbot, users could reference public Instagram accounts by mentioning them (@-mention) to generate new images or modify existing ones using AI. However, the system was not designed to inform the owner of a referenced photo, and users with public accounts were automatically opted in, meaning their likeness or content could be used without their explicit consent or knowledge.

The implementation of this feature immediately sparked criticism from Instagram users, privacy advocates, and the entertainment industry. Several media outlets published guides to help users disable the functionality. Meta addressed the criticism in a blog post, stating that while the initial goal was to provide a creative tool and user control, the feature "did not meet expectations" and is therefore no longer available.

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victory

The Hollywood union SAG-AFTRA hailed Meta's decision as a "victory," having previously urged its members and all Instagram users to protect their facial likeness. The union cited a "tremendous miscalculation" of public sentiment regarding the dangers and negative impacts of such technology. Human rights organization Privacy International also criticized the feature, calling it "the latest sign that AI companies view people's images and data as raw material to be exploited."

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the latest sign that AI companies view people's images and data as raw material to be exploited.