Meta removes controversial Instagram AI feature after backlash

Meta has removed a controversial artificial intelligence feature from Instagram that allowed users to modify photos from public accounts. The feature, launched earlier this week alongside other AI tools, has been discontinued after facing immediate backlash.

Earlier this week, Meta unveiled Muse Image, a new AI image generator developed by Meta Superintelligence Labs. One highlighted feature let users generate images by @-mentioning public Instagram accounts they wanted to reference. The feature was not designed to alert users when their photos were used in this way, prompting criticism. TechCrunch published a guide explaining how to disable it.

On Friday, Meta announced on its blog that the feature was being removed. “Our intent was to provide a useful creative tool and to give people control over whether their public content could be referenced in this way,” the company stated. “We’ve heard the feedback that this feature missed the mark, so it’s no longer available.”

Since social media platforms integrated AI, misuse has been widespread, often to generate nude images of female celebrities. Platforms have attempted to curb this, but safeguards have frequently fallen short. Meta’s now-removed feature seemed ripe for such abuse. According to Puck News founding partner Dylan Byers, the decision came “amid scrutiny from users and talent agencies, including CAA.”

TechCrunch has reached out to Meta for more information and will update this article if a response is received.