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CAA released a statement Wednesday night calling out the privacy risks of Meta’s new AI model Muse Image, which gives users the ability to create an AI photo of someone just by plugging in their public Instagram handle.
The AI model operates on an opt-out policy, meaning users have to manually block access if they don’t want others to “remix” their Instagram feeds using Muse Image. Private accounts and users below the age of 18 are automatically opted out. CAA, which boasts a client list of megastars like Tom Cruise, Brad Pitt, Zendaya, Dwayne Johnson and Meryl Streep, identified the obvious copyright risks in such a policy and called for Meta to change Muse Image so users are automatically opted out, and can then grant access to Muse if they wish.
“No one’s name, image, likeness, voice, or creative work should be used by any third party, including AI models, without clear, documented consent,” CAA said in a statement. “True innovation puts creators first: respecting their rights, protecting their livelihoods, and giving them real control, not handing it over to platforms. We have raised our concerns with Meta on behalf of our clients, voicing our disapproval and perspective on the need for a more responsible approach. We call on Meta to make protection the default on Muse Image, not the exception, and enable individuals to opt-in if they want to allow usage of their image or likeness for AI content creation.”
The statement continued. “Artists deserve to decide if and how their likeness and work is used, with consent and the ability to set their own terms. This means letting creators impose restrictions, monitor usage, and prevent unauthorized endorsements or exploitation. Responsible AI requires clear disclosures and swift removal of unauthorized content. There must be easy ways to spot, track, and take down misuse, and it should be clear when something is AI-generated. CAA believes in the power of new technology, but not at the cost of individuals’ rights or livelihoods. The future of creativity depends on respecting the ownership and autonomy of those who make it possible.”
Meta did not immediately respond to Variety‘s request for comment.
Meta sent out a release Tuesday night outlining the features of the newly launched Muse Image. In the words of the tech behemoth, the model works as such: “@-mention a friend in the Meta AI app to bring them into your creation, share directly to your story or group chat, or remix what’s trending. It’s AI in service of the social experiences billions of people already love.” According to Meta’s website, Muse AI went live on Tuesday “across the Meta AI app and on meta.ai, Instagram Stories in the US, and WhatsApp in limited countries, and is coming soon to Facebook.” A video model, Muse Video, is also in the works.
OpenAI pulled a similar move with its AI video platform Sora 2, which was used to create videos of celebrities and popular movie and television characters. OpenAI also put the burden on copyright holders to opt-out if they didn’t want their IP used. CAA and the Motion Picture Association both released statements condemning Sora 2, and in response, OpenAI boss Sam Altman said he would update the app to give copyright holders “more granular control over generation of characters.” Three months later, OpenAI announced it was shutting down Sora and terminating a $1 billion deal with Disney to allow its IP to appear on the app.
