Meta Withdraws AI Image Tool After Privacy Backlash Just Days After Launch

New Delhi: Meta has withdrawn a newly launched artificial intelligence feature that allowed users to generate AI images using photos from public Instagram accounts, just three days after its debut, following widespread criticism over privacy concerns.

The US-based technology company said the feature was intended to offer users a creative tool while giving them control over whether their public content could be used. However, the strong public response prompted the company to discontinue it.

"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. We've heard the feedback that this feature missed the mark, so it's no longer available," Meta said in a statement.

The feature, introduced on July 7 alongside Muse Image—Meta Superintelligence Labs' first in-house AI image generator—allowed users to create AI-generated images by entering the username of any public adult Instagram account. The system could then use publicly available photos from that account as reference material.

The rollout quickly sparked criticism because account holders were not notified when their images were used. Public Instagram accounts belonging to users aged 18 and above were automatically enrolled, although Meta said users could disable the feature through their account settings.

Privacy advocates, talent agencies, actors' unions and social media users questioned the tool's impact on consent and personal data. In India, Electronics and Information Technology Secretary S. Krishnan said the government was prepared to examine whether the feature complied with Indian laws if a formal complaint was received.

Separately, Meta has also discontinued end-to-end encrypted direct messaging on Instagram, another move that has raised privacy concerns. The company advised users to download any important messages and media before the feature is fully phased out.

End-to-end encryption ensures that only the sender and recipient can access the contents of messages. With its removal, message content—including photos, videos and voice notes—could become accessible to Meta when required, marking a significant shift from the company's earlier commitment to expanding encrypted messaging across its platforms.

With inputs from IANS