Three days were all it took: Muse buries its most controversial AI feature

Meta removed its new Muse-powered Instagram feature allowing users to generate AI images from public accounts after intense backlash from users and CAA.

Three days after its arrival on Instagram, the feature that allowed anyone to generate AI images by @-mentioning public accounts is no more. Meta removed it following a wave of criticism, acknowledging in a blog post that the tool "missed the mark." The system did not notify the individuals whose photos were being used as a reference, and according to Dylan Byers (Puck), the decision comes under pressure from users and talent agencies, including CAA.

The feature accompanied the rollout of Muse Image, the first image generation model from Meta Superintelligence Labs, which now powers more than thirty AI effects in Stories: lighting adjustments (Night Flash, Disposable), style changes (Puffer, Paper Doll), or a personalized keychain based on the profile (IG Charms). Five Instagram creators designed a selection of custom effects, and a free-form prompt field covers the rest. A redesigned composer displays a carousel preview of each effect applied to the chosen photo before publishing.

The control setting, however, survives the removal: anyone can block the use of their Instagram content by Meta's AI features via Settings > Sharing and remixes, on mobile only.