Meta has launched its Muse Image AI tool, which generates images using photos from public Instagram accounts without users’ explicit consent. The feature rolled out this week in the United States and is turned on by default for public profiles.
Anyone can tag a public Instagram username in a Meta AI prompt to create personalized images, such as remixing someone’s photos into custom scenes or graphics. Meta describes it as a way to “build a visual that’s ready to post” using social context from Instagram. Private accounts and those belonging to users under 18 are excluded automatically.
The rollout has raised privacy concerns, as users are not notified when their photos are used and existing AI-generated content is not removed if they later opt out. Critics, including creators and advocacy groups, have called for stronger consent requirements.
To disable the feature on Instagram:
- Open the Instagram app and tap your profile picture in the bottom right.
- Tap the three horizontal lines in the top right corner.
- Scroll down and select “Sharing and reuse.”
- Find the section labeled “Allow people to use your content on Instagram and with AI features on Meta.”
- Toggle off the switches for both “Posts” and “Reels.”
Users can also make their account private for added protection. The setting is still rolling out, so some may need to check back if it does not appear immediately.
Meta has not issued a direct statement on the opt-out process in its initial announcements, but news outlets and users have widely shared the steps. The company has faced past scrutiny over data practices, including a 2019 Federal Trade Commission fine.
The feature is part of broader AI integration across Meta’s apps, including Instagram. Community impact includes heightened awareness of digital privacy, particularly for public figures, parents, and everyday users whose likeness could be repurposed without knowledge.
