Meta killed the Instagram AI feature that copied public profiles' photos — it lasted three days
Meta removed the Muse Image feature that generated images from public accounts' photos and visual style without their owners' consent. The tool fell three days after launch, under fire from users and artists.
Three days. That is how long Instagram’s most controversial feature of the summer survived: a Muse Image tool that let anyone @-mention a public account and ask the AI to generate new images inspired by that profile’s photos, visual style and public information — all without asking the owner.
Meta announced the removal in a blogpost on 10 July, with the usual diplomatic wording: the feature “didn’t meet the expected goal”. The free translation is less elegant — users, artists and the entertainment industry piled on, and actors’ union SAG went as far as telling members to switch the option off in their privacy settings before Meta pulled the plug.
What exactly did Muse Image do on Instagram?
Typing a public account’s handle inside Meta AI was enough for the model to analyse that profile’s photos and style and return new images “inspired” by it. In practice, anyone with a public account — photographers, illustrators, or simply people posting their own face — became raw material for someone else’s image generation, without consent or notice. The company’s official updates live in Meta’s newsroom.
Is the tool gone for good?
No: it left Instagram, but Muse Image remains available on WhatsApp and in the Meta AI app — minus the profile-mimicking variant. The retreat is surgical, and the pattern familiar: ship first, measure the outrage later. It has been a whole summer of this, between China banning AI boyfriends and an AI-generated film getting laughed off as slop — the line of what the public accepts from AI is being drawn one retreat at a time.
If your account is public, the practical lesson stands: visit your privacy settings now and then. New features arrive uninvited.
By Oliver Grant
Image: Yuri Samoilov / Wikimedia Commons (CC BY 2.0)