Meta this week introduced Muse Image, its new AI-powered image generation tool, allowing users to create customised images through WhatsApp, the Meta AI app, and Instagram Stories. However, the feature has drawn criticism after users discovered that anyone can generate AI images using photos from public Instagram accounts simply by mentioning a person's username.
With Muse Image, users can include a public Instagram handle in their prompt, enabling Meta AI to use publicly available photos from that account to generate new images. According to Meta, this feature is designed to personalise AI-generated content by using public posts as "social context" for creations such as event invitations, creative concepts, and customised graphics.
One aspect that has raised concern is that account holders are not notified when someone generates AI images using their public Instagram profile.
Privacy Concerns Spark Online Backlash
The feature has prompted criticism online, particularly because all eligible public Instagram accounts are automatically enrolled by default. Users who do not want their public content used for AI image generation must manually disable the feature.
Many social media users have described the default opt-in approach as concerning. One X user labelled it a "sneaky corporate move," arguing that most Instagram users would be unaware that their public content could be used by Meta AI unless they actively changed the settings.
Another user said it was troubling that publicly shared photographs could be used for AI-generated content without users being explicitly informed.
Others expressed concerns about potential misuse. Some users warned that the feature could enable the creation of manipulated or inappropriate AI-generated images based on another person's publicly available photos, raising particular concerns about harassment and non-consensual image generation.
The debate follows similar concerns surrounding AI image-generation tools on other platforms. Earlier this year, Elon Musk's AI chatbot Grok faced criticism after users generated altered images of people without their consent, prompting X to later restrict access to certain features for paid subscribers.
How to Prevent Meta AI From Using Your Instagram Content
Users with public Instagram accounts who do not want their content to be available for AI image generation can disable the feature through their account settings by following these steps:
Open Instagram and go to your profile.
Tap the three horizontal lines in the top-right corner.
Scroll down to Sharing and reuse.
Locate the option titled Allow people to reuse your content on Instagram and with AI features on Meta.
Turn off the toggles for both Posts and Reels.
Users may also find a separate option allowing others to create and reuse their original audio with Meta AI. Disabling this setting prevents Meta AI from using publicly shared audio content as well.
Another way to prevent future use is by switching an Instagram account from public to private.
According to Meta, disabling these settings or making an account private will stop future AI generations from using the account's public content. However, any AI-generated images created before the settings were changed will not be automatically removed.
Meta has clarified that the feature applies only to public Instagram accounts. Private accounts and accounts belonging to users under the age of 18 are excluded.
Broader Privacy Debate
The rollout has renewed scrutiny of Meta's handling of user privacy, given the company's past controversies involving personal data.
In 2019, the US Federal Trade Commission (FTC) imposed a $5 billion fine on Facebook after concluding that the company had misled users about how their personal information was handled in the aftermath of the Cambridge Analytica scandal.
Meta has also faced legal challenges and regulatory investigations over allegations related to the impact of Instagram on younger users, further intensifying the debate over privacy and data practices as the company expands its AI-powered features.
