Meta pulled its AI image tool from Instagram three days…

On July 7, 2026, Meta launched Muse Image, an AI tool capable of generating images using the likeness of public Instagram users without their prior consent or notification. Following widespread criticism and direct intervention from groups including CAA and SAG-AFTRA, Meta pulled the feature from Instagram on July 10, 2026, citing that the product design missed the mark.

What happened

Muse Image, developed by Meta Superintelligence Labs, allowed users to generate AI imagery by tagging any public Instagram account. The tool utilized the likenesses of public accounts belonging to users 18 or older by default, requiring users to navigate account settings to opt out. Because the system provided no notifications to individuals whose faces were used in generated outputs, it faced immediate backlash from talent agencies and labor unions.

CAA, representing clients such as Tom Hanks and Meryl Streep, argued that likenesses should not be used by third-party AI models without clear, documented consent, and that protection should be the default setting. SAG-AFTRA similarly urged its members to opt out and take action to protect their likenesses. The controversy highlighted a significant failure in judgment regarding consent, as the opt-out default forced millions of users to participate in the model’s training material without their explicit permission. Meta has provided no roadmap or timeline for the return of the feature, marking a retreat for the company's trust and safety efforts.