Meta has abruptly removed a new feature that allowed users to create fake images using artificial intelligence (AI) based on other Instagram users' content.

The feature was part of a broad rollout of Muse Image, a new AI image generation tool released by Instagram's parent company on Tuesday.

It enabled Meta AI chatbot users to tag public Instagram accounts and quickly use their content to generate AI-altered images.

The feature sparked immediate backlash over privacy concerns, leading Meta to admit it had “missed the mark” and that the feature was “no longer available.”

Muse Image was Meta's first foray into AI image generation but faced criticism as Instagram users were opted in by default.

This meant anyone with a public account could have their likeness used without their knowledge or permission.

Hollywood union Sag-Aftra called the reversal a “win.” It had previously urged members and “all Instagram users” to protect their likeness, stating there had been an “utter miscalculation of public sentiment regarding the obvious dangers and harms inherent in such use.”

London-based human rights charity Privacy International also criticized the feature, telling the BBC it was “the latest sign AI companies see people's images and data as raw material to be exploited.”

Meta added in its decision: “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.”

When Meta announced Muse Image, it said the tool was limited to Instagram, but more AI features were planned for WhatsApp, Facebook, and Messenger.

The company also has an AI video tool in development. Meta declined to comment further.

Source: www.bbc.co.uk