Meta has withdrawn a controversial artificial intelligence image feature just days after its launch following widespread criticism from privacy advocates, creators and Hollywood organisations.

The feature, known as Muse Image, allowed users to generate AI-created images using content from public Instagram accounts. By tagging a public profile in a prompt, the AI could reference a person's publicly shared photos to create new images, prompting concerns that the technology could be misused to produce deepfakes or other manipulated content without a user's knowledge or consent.

The backlash was swift, with critics arguing that public Instagram users had effectively been opted into the feature automatically rather than being asked for permission first. Privacy campaigners and performers' union SAG-AFTRA warned the tool created significant risks, including identity misuse, non-consensual digital replicas and harassment. Several talent agencies also criticised the rollout, saying users should never have had to opt out of having their images used by AI.

In response, Meta confirmed it had removed the functionality that allowed people to generate AI images from public Instagram accounts, admitting it had "missed the mark" with the feature. The company said its intention had been to provide a creative tool while giving users control over how their public content could be referenced, but acknowledged the concerns raised by users and creators.

The rapid reversal highlights the growing pressure facing technology companies as they race to expand AI-powered features while balancing privacy, consent and copyright concerns. Although Meta continues to invest heavily in generative AI, the incident has renewed calls for clearer safeguards and explicit opt-in systems whenever users' photos or personal content are used to train or power artificial intelligence tools.