Meta’s latest AI picture tool sparks backlash over use of public posts

Meta has launched a new artificial intelligence image-generation tool that allows users to create images using publicly posted content from social media accounts, prompting criticism over privacy concerns after many users were automatically included in the programme.

The tool called Muse Image was announced on July 7 and is currently available on Instagram and WhatsApp, with plans to expand to Facebook and Messenger, as tech platforms highlight.

Meta said private accounts and users under the age of 18 are excluded by default, while adults with public accounts can opt out if they do not want their content used by the tool.

“Private accounts and those belonging to users under 18 are automatically excluded and adult users with public accounts can opt out with just a couple clicks. We will take action against any content that violates our Community Standards,” the Los Angeles Times quoted the company as saying.

How to reject feature

For users who do not want their likeness or publicly shared content to be used by Meta AI, the company has provided an opt-out option within Instagram's settings.

Users can navigate to "Sharing and Reuse" under "How others can interact with you", then scroll to the settings controlling whether posts, reels and original audio can be reused with Meta AI and disable those permissions.

The launch has drawn criticism from privacy advocates and creative professionals, who argue users should have been required to explicitly opt in rather than being enrolled by default.

The Screen Actors Guild – American Federation of Television and Radio Artists (SAG-AFTRA) condemned the rollout in a statement issued on Friday.

“Anything other than a clear and conspicuous opt-in for these types of uses of Instagram users’ images is unacceptable and an utter miscalculation of public sentiment regarding the obvious dangers and harms inherent in such use,” the union said.

AI's controversial approach of altering images 

The backlash comes amid broader concerns over the misuse of AI image-generation tools on social media.

One recent example involved X's chatbot, Grok, which was used by some users to generate manipulated images depicting people—including women and children—in revealing clothing without their consent.

Following widespread criticism, X limited Grok's image-generation features to paid subscribers and later geo-blocked the creation of certain revealing images in jurisdictions where such content could violate local laws.

The controversy surrounding Muse Image highlights growing scrutiny of how technology companies use publicly available content to train and power generative AI tools, with critics arguing that clearer consent mechanisms are needed as such systems become more widely adopted.

By Nazrin Sadigova