Meta is facing a backlash over its new AI tool Muse Image, which can generate pictures using other people's profile pictures without notifying them, according to BBC News. The tool is available through the Meta AI app, web browser, WhatsApp, and Instagram Stories for US users. While Meta says users can opt out of their image being used even with a public account, privacy advocates have condemned the feature as an "obvious recipe for disaster".
Privacy Critics Sound Alarm
Donald Campbell, advocacy director at tech justice non-profit Foxglove, told the BBC: "We've already seen a catalogue of harms from non-consensual AI-altered images on social platforms just in the past year. It is hard to see why Mark Zuckerberg thinks facilitating yet more of this creepy image manipulation is a good idea." Privacy International also criticised the feature, telling the BBC it was "the latest sign AI companies see people's images and data as raw material to be exploited". One user wrote on X, external: "Pulling real users into generated photos without explicit consent is a privacy landmine waiting to detonate."
The feature is likely to face heightened scrutiny as regulators and campaigners raise concerns about AI-generated images, with Ofcom currently investigating X over Grok's role in creating and sharing non-consensual AI-altered images of real people.
How the Opt-Out Works
Meta said a dedicated setting, separate from account privacy controls, allows users to opt out even if they have a public account. To do so, users must go to Instagram's settings menu, select "Sharing and Reuse", and switch off "Allow people to reuse your content on Instagram and with AI features at Meta" for posts and reels.
BBC journalist Laura Cress tested the tool, asking Muse AI to make it look like she was driving a car. The AI produced an image that "certainly looks like I'm driving - though the AI failed to notice the steering wheel goes on the right in a UK car".
Muse Image in a Crowded Market
There are many text-to-image tools on the market now, so Meta is entering a crowded market. However, its use of Instagram data is new and powerful. In a blog post, Meta said the tool uses "advanced reasoning to understand complex prompts, seamlessly blending multiple photos into high-quality creations you can download and share anywhere". Users can also choose from presets and suggested prompts to "spark ideas" and sketch edits directly onto images.
While the tool is free for "everyday creation", Meta said heavier users can access additional usage through one of its subscription plans. The company added Muse Image will soon be available on Facebook and Messenger, and through another tool where it can be used by advertisers. A video-generation version is reportedly in development.
| Aspect | Details |
|---|---|
| Tool name | Muse Image |
| Availability | Meta AI app, web, WhatsApp, Instagram Stories (US only) |
| Data source | Public Instagram profile pictures |
| Opt-out method | Instagram Settings > Sharing and Reuse > toggle off |
| Planned expansion | Facebook, Messenger, advertiser tools, video generation |
| Pricing | Free for everyday creation; subscription for heavier use |
For enterprise technology decision-makers, the controversy highlights the growing tension between AI innovation and data privacy. While the tool is consumer-facing, the underlying principle — using public data to train or power generative AI without explicit consent — has direct parallels in enterprise contexts where employee data or customer images might be repurposed. Organisations deploying similar AI capabilities should review their data governance policies to avoid reputational and regulatory risks.
