Meta has suspended its AI feature for generating images on Instagram following criticism over its opt-out policy. The feature allowed users to create images by referencing public Instagram accounts, causing backlash from talent agencies and user advocacy groups.
Feature Misses the Mark
According to a Meta spokesperson, "Earlier this week, we announced that one way for people to generate images in Meta AI is by @-mentioning public Instagram accounts that they want to reference." The company aimed to provide a creative tool while giving users control over their public content. However, feedback indicated the feature didn't align with users' expectations, leading to its removal.
Criticism from Talent Agencies
The Creative Artists Agency (CAA), representing high-profile clients like Tom Hanks and Meryl Streep, directly raised concerns with Meta, urging a more reasonable approach. CAA stated, "No one’s name, image, likeness, voice or creative work should be used by any third party, including AI models, without clear, documented consent. True innovation puts creators first: respecting their rights, protecting their livelihoods, and giving them real control, not handing it over to platforms."
Union and Industry Reactions
SAG-AFTRA, the union for U.S. performers, advised members to opt out of the feature, emphasizing the importance of protecting personal likenesses. Meta’s decision to suspend the Muse Image feature reflects ongoing tensions in the AI industry regarding the use of personal data without explicit consent.
Industry Tensions and Legal Challenges
Meta’s reversal comes amidst broader industry debates over AI ethics and privacy concerns. Earlier this year, OpenAI faced similar backlash over its Sora 2 video model, which also featured an opt-out policy. These developments highlight the ongoing challenges AI companies face as they navigate user privacy and data ethics.
In a related development, Apple filed a lawsuit against OpenAI, alleging the company stole trade secrets with the help of former Apple employees. OpenAI has denied these allegations.
Source: https://variety.com/2026/biz/news/meta-suspends-ai-image-instagram-feature-backlash-1236806989/
