Meta shuts down AI tool after backlash over public…

Meta has discontinued an artificial intelligence feature that allowed users to generate images by referencing public Instagram accounts following significant public backlash. The company announced the change in an update to its Instagram blog just days after the tool was introduced as part of a broader rollout of AI-powered creative features.

What happened

The feature, which allowed users to @-mention public Instagram accounts to create images such as birthday cards or memes, faced immediate criticism regarding the control users had over their own content. The backlash was exacerbated by reports of real-world misuse of identity. Neal K. Shah, a caregiving researcher and CEO of CareYaya, reported that his likeness was being misused in AI-generated advertisements for supplements falsely claiming to help with dementia.

Shah observed followers messaging him to inquire about these endorsements, which he had never promoted. He stated that the advertisements were actively scamming older individuals using his image. Despite repeatedly reporting these fraudulent advertisements to Meta, Shah noted that they remained on the platform, forcing him to spend hours warning his followers that the content was fake. Additionally, the union SAG-AFTRA urged its members to opt out of the feature to protect their likenesses. In response to the criticism, Meta removed the ability to reference public accounts while keeping other AI-powered creative tools active, noting that the feature had missed the mark regarding user control.