Meta’s new AI image generator has been at the centre of immense criticism on social media after users discovered that it can generate new images using another person’s public Instagram photos. The latest
update has reignited concerns about privacy, consent, and how companies use personal content in the ever-evolving AI era.
Earlier this week, Meta introduced Muse Image, a new AI-powered image-generating tool developed by Meta Superintelligence Labs. The feature has been rolled out for free across the Meta AI app, Instagram Stories and WhatsApp, allowing users to create AI-generated artwork, edit images using text prompts and experiment with a wide range of visual styles.
While the tool functions much like other text-to-image generators, one feature has become the centre of the online backlash. Muse allows users to generate AI images using another Instagram user’s public profile photo. By simply tagging a public account, the AI can access that person’s image and create a new AI-generated version based on a text prompt.
❗️ Meta just silently opted in every adult Instagram user for their new Muse AI Image generator, which lets anyone create AI images of your likeness by tagging your public handle in a prompt, no notification when your photos are used, and no removal of images generated before you… pic.twitter.com/ZdxybJUepg
— International Cyber Digest (@IntCyberDigest) July 9, 2026
“Same Playbook, Different Year”
Following the rollout, social media users quickly condemned the new feature and raised concerns about the privacy of individuals. One user wrote, “Pulling real users into generated photos without explicit consent is a privacy landmine waiting to detonate.”
Another said, “WTF?! Send like @Meta @instagram needs a lesson in respecting their users. Why the f–k isn’t this opt-in instead of on by default? F–-k these tech industry goons! Maybe it’s time to just stop using all these services.”
“How can they be so evil,” quipped an individual.
Someone else criticised Meta’s approach to data collection, writing, “Thanks for the heads-up. Same playbook, different year. Meta has a decade-long track record of harvesting our data by default and waiting for the backlash. Turning our faces into free AI material is just the 2026 version of the same old privacy abuse.”
“The audacity to call it Muse while the users are the ones getting used,” someone else commented.
A different person mentioned, “Great, now even my selfie can star in a sci‑fi epic I never signed up for. Guess I’m officially a walking meme.”
How To Opt Out Of The Feature?
Meta said users with public Instagram accounts can opt out of the feature via a dedicated setting separate from general account privacy controls. To disable the new feature, users need to open Instagram’s Settings, select Sharing and Reuse, and turn off “Allow people to reuse your content on Instagram and with AI features at Meta” for posts and reels.
The option only appears for public accounts. Those with private accounts are not affected, as their content cannot be reused through the feature.
