Meta has rolled back its controversial AI image-generation feature that allowed users to create AI-generated images using public Instagram profiles, following widespread criticism over privacy and consent.
The Facebook parent acknowledged that the feature had “missed the mark” after drawing backlash from privacy advocates, creators and Hollywood talent agencies concerned about the unauthorised use of people’s likenesses.
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In a statement to Variety, a Meta spokesperson said, “Earlier this week, we announced that one way for people to generate images in Meta AI is by @-mentioning public Instagram accounts that they want to reference.”
“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,” the spokesperson added.
Why did Meta withdraw the AI feature?
The issue started when Meta launched Muse Image, which is an AI image generation model on its own, earlier in the week.
This was because the feature made it possible for people to use tags on any publicly visible Instagram account through Meta AI, where the chatbot could access the publicly available profile pictures of individuals to create new AI-generated pictures.
It was claimed that this feature uses an opt-out approach rather than asking for consent from the individual in question. The default setting was that all publicly visible Instagram accounts of people who were 18 years and older would be eligible unless the individual turns off the setting.
What sparked the global backlash?
Several privacy advocates and creator organisations criticised the feature shortly after its launch.
According to Variety, Creative Artists Agency (CAA), one of Hollywood’s largest talent agencies representing actors including Tom Hanks and Meryl Streep, formally objected to the feature.
CAA, in its statement, said, “No one’s name, image, likeness, voice or creative work should be used by any third party, including AI models, without clear, documented consent.”
Moreover, it was stated that the innovation must serve creators by protecting their rights and providing them control over their content.
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Earlier, it was mentioned by Meta that such a capability would extend in future not only to Instagram but also to WhatsApp, Facebook, and Messenger. Now, as the feature has caused controversies, the company has scrapped the feature from Instagram.
FAQs
Why did Meta remove the Instagram AI image feature?
After facing backlash about privacy issues, Meta decided to withdraw the feature as people were concerned about using publicly shared pictures to create AI images.
How does the AI image creation feature work on Instagram?
One could mention an Instagram public account to get an image created by the AI of Meta on the basis of text prompt.