Meta has officially pulled the plug on a new Instagram AI feature just days after its debut, following a wave of public criticism regarding privacy and consent. The tool, which was part of the company’s broader Muse image generation suite, automatically opted in public accounts, effectively using users' likenesses to train or generate content without their explicit permission. The backlash was swift, with users, Hollywood talent agencies, and major labor unions like SAG-AFTRA slamming the company for an "utter miscalculation" of public sentiment and ethics.

While the specific feature allowing the use of public profile data has been disabled on Instagram, Meta remains committed to its wider artificial intelligence strategy. Muse Image capabilities remain accessible on the Meta AI app and WhatsApp, and the company continues to develop new models, including upcoming AI video tools. This incident marks yet another instance of tech giants facing significant friction over the deployment of generative AI, mirroring similar controversies seen at companies like OpenAI and Google, where questions regarding copyright and the unauthorized use of personal content continue to dominate the conversation.