EXPLAINER: Why Meta discontinued part of its AI tool Muse Image

Meta, the company behind Facebook and Instagram, recently launched Muse Image, its first image-generation model developed by Meta Superintelligence Labs.

Integrated into the Meta AI chatbot, Muse Image allows users to generate images from text prompts, use photos as references, and edit AI-generated images through sketches or annotations.

However, just days after its July 7 launch, Meta discontinued one of Muse Image's features following widespread criticism over privacy concerns and the fact that it automatically enrolled eligible users instead of requiring them to opt in.

What can Muse Image do?

According to Meta, Muse Image can generate images based on text prompts, combine multiple reference images, and let users refine AI-generated visuals by sketching or adding annotations.

One of its more controversial features allowed users to generate images in Meta AI by @-mentioning public Instagram accounts they wanted to use as visual references.

This capability quickly drew criticism from users and privacy advocates, who argued that it could enable the creation of AI-generated likenesses of people without their explicit consent.

"Our intent was to provide a useful creative tool and to give people control over whether their public content could be referenced in this way. We've heard the feedback that this feature missed the mark, so it's no longer available," Meta said in a statement.

The removal applies to the @-mention feature. Other Muse Image capabilities, such as generating images from prompts and editing uploaded photos, remain available.

What are the privacy concerns?

The discontinued feature sparked concerns that it could be used to create AI-generated images that replicate or imitate real people without their permission.

Among its critics was Emmy-winning actor Hannah Einbinder, who urged Instagram users to disable the feature.

The Screen Actors Guild–American Federation of Television and Radio Artists (SAG-AFTRA) also called on users to opt out and shared a step-by-step guide on Facebook showing how to disable the feature without making their Instagram accounts private.

After Meta announced it was removing the feature, SAG-AFTRA welcomed the decision, describing it as the responsible course of action.

"With the dangers of nonconsensual digital replicas well known to all, a feature that encouraged that behavior is unwise. We appreciate its discontinuance. It is the responsible thing to do," the union said. —MCG, GMA News