Meta has removed a newly launched Instagram feature that allowed users to generate AI images using photos from public Instagram accounts after facing widespread criticism only three days after its debut.
The company confirmed the decision, saying the feature was designed to give people a creative tool while allowing them to control whether their public content could be used. However, Meta admitted it had received strong feedback that the feature failed to meet user expectations and decided to discontinue it.
The feature was introduced on July 7 alongside Muse Image, the first AI image generator developed by Meta Superintelligence Labs. It let users create AI-generated images by simply entering the username of a public adult Instagram account, allowing the AI to use that person’s public photos as a reference.
One of the biggest concerns was that Instagram users whose photos were being referenced were not notified. Public accounts belonging to adults aged 18 and older were automatically included, although Meta said users could disable the feature through their account settings.
The rollout quickly sparked criticism from privacy advocates, talent agencies, actors’ unions, and social media users, who questioned the lack of consent and transparency. India’s Secretary of Electronics and Information Technology, S. Krishnan, also said the government was prepared to review whether the feature complied with Indian law if a formal complaint was submitted.
Separately, Meta has also turned off Instagram’s end-to-end encrypted direct messaging feature. The company advised users to download any important photos, videos, or messages they want to keep before the feature is completely removed. The decision reverses Meta’s earlier goal of making end-to-end encryption the default across its messaging services.
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End-to-end encryption ensures that only the sender and recipient can read messages. With the feature no longer available, Meta will be able to access message content, including photos, videos, and voice notes, when necessary.
