Meta's Muse AI generator lets users manipulate public Instagram photos, sparking privacy backlash

Meta on Tuesday unveiled Muse Image, its new AI image generator built by Meta Superintelligence Labs. Available for free through the Meta AI app, Instagram Stories, and WhatsApp, Muse offers typical AI image creation with presets for inspiration. However, a highly controversial feature allows users to tag any public Instagram account and manipulate that person’s photos with AI to generate new images – with no notification required unless the user proactively opts out. Meta’s policy states that “people may be able to create content with your Instagram content using AI features at Meta” and that users “will not be notified.” This opt-out default design has triggered immediate backlash from privacy advocates, citing Meta’s $5 billion FTC fine over Cambridge Analytica and its 2021 shutdown of facial recognition amid lawsuits.

Beyond the invasive photo tagging, Muse includes less contentious features: custom ad creation, interior decorating integration with Facebook Marketplace, and prompt-based editing (e.g., erasing photobombers or creating QR codes). Meta also launched new AI effects for Instagram Stories powered by Muse. While everyday creation is free, usage limits will require a subscription. Muse Video is already in development. The launch adds to Meta’s string of AI products like Creator and Pocket, but critics argue it continues a pattern of broad data use without explicit consent, putting the onus on users to disable sharing.