Meta kills Instagram AI deepfake feature after backlash over likeness theft

On Tuesday, Meta announced a new feature for its Meta AI image generator on Instagram: users could @-mention any public Instagram account to have the AI create new images using that account's public content. The feature automatically included content from all public accounts unless the account owner manually dug through settings to opt out. This sparked immediate backlash from privacy advocates and public figures. Haley McNamara of the National Center on Sexual Exploitation called it "an obvious tool for sextortion and other scammers," warning that it eroded rights to one's likeness. The Screen Actors Guild recommended all members opt out and shared instructions.

By Friday, Meta reversed course, updating its blog post to announce the feature is no longer available. Meta stated, "We've heard the feedback that this feature missed the mark, so it's no longer available." The company had intended the tool as a creative way to reference public accounts but failed to anticipate the severity of the privacy concerns. The rapid removal underscores the growing sensitivity around AI-generated content and the use of people's images without explicit consent. It also highlights the challenge platforms face when introducing generative AI features that intersect with personal data rights.