What did the feature let users do?

The feature let people generate images in Meta AI by @-mentioning public Instagram accounts they wanted to reference, which would then use content from those accounts in AI creations without the account owner's permission.

Why did Meta disable it?

Meta said it heard feedback that the feature missed the mark, and it is no longer available. Critics warned the feature could be used for harassment and deepfake creation, and that requiring users to opt out placed an unacceptable burden on individuals to protect their own likeness.

Was there a way to opt out before the shutdown?

Yes, users could opt out by digging through settings, and the Screen Actors Guild provided instructions to its members on how to do so—but the feature was ultimately disabled entirely.

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Meta kills Instagram AI deepfake feature after backlash

The Verge AI3h ago

Key takeaway

Meta has disabled a feature it introduced this week that allowed users to generate AI images by tagging public Instagram accounts, after facing significant backlash over privacy and safety concerns. The original feature permitted content from any public account to be used in AI creations without the owner's consent, drawing criticism from organizations focused on sexual exploitation and identity misuse.

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3 Key Points

What happened
Meta announced this week a feature allowing users to generate AI images by tagging public Instagram accounts, but has now turned it off following criticism that the feature let anyone create content based on public accounts without the owner's permission.
Why it matters
Critics, including the National Center on Sexual Exploitation, warned the feature could enable harassment and deepfake misuse—a concern Meta initially tried to address with opt-out settings, but which proved insufficient to prevent criticism over design that placed the burden on users to protect themselves.
What to watch
The Screen Actors Guild had recommended its members opt out of the feature and provided instructions for doing so before Meta disabled it entirely.

Context & Analysis

Meta announced the Muse Image AI feature this week as what it framed as a useful creative tool, allowing users to reference public Instagram accounts by tagging them in image generation. The company stated its intent was to provide control over whether public content could be referenced, but the execution—a default opt-out system—drew immediate and forceful criticism.

The National Center on Sexual Exploitation flagged the feature as both a threat to user likeness rights and a potential vector for sextortion and scams, characterizing the opt-out design as unacceptable. The Screen Actors Guild similarly mobilized its membership to opt out, distributing step-by-step instructions. Rather than refine the feature, Meta chose to disable it entirely, acknowledging in an updated blog post that it "missed the mark." This marks a swift reversal from announcement to withdrawal within a single week.

FAQ

What did the feature let users do?: The feature let people generate images in Meta AI by @-mentioning public Instagram accounts they wanted to reference, which would then use content from those accounts in AI creations without the account owner's permission.
Why did Meta disable it?: Meta said it heard feedback that the feature missed the mark, and it is no longer available. Critics warned the feature could be used for harassment and deepfake creation, and that requiring users to opt out placed an unacceptable burden on individuals to protect their own likeness.
Was there a way to opt out before the shutdown?: Yes, users could opt out by digging through settings, and the Screen Actors Guild provided instructions to its members on how to do so—but the feature was ultimately disabled entirely.

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