Meta has introduced a new artificial intelligence-based tool capable of generating images using public photos from Instagram users. To disable this feature, users must find a hidden toggle switch deep within the settings menu.
Muse Image Functionality
The tool, named Muse Image, became available on Tuesday through the Meta AI app, meta.ai, and in Instagram Stories in the US, and in some countries, also in WhatsApp. It allows users to tag a friend's account on Instagram to include their public pictures in AI-generated images. Meta positions this tool as 'AI serving social experiences that billions of people already love.'
Automatic Activation for Users
A particular concern arises with Instagram users from South Africa and other individuals outside the country: all public accounts are automatically activated. Private profiles and users under 18 are excluded by default, but any owner of a public profile provides their photos for AI remixing unless they manually turn off this option.
For South Africa, where Instagram is a primary platform for photographers, small businesses, influencers, and private individuals who post pictures, this represents a very broad scope of application. Disabling this feature is located in Settings, then Sharing and Remixing, under the section 'Allow people to use your content in Instagram and with Meta AI features,' where toggles for Posts and Reels must be switched off. Even after disabling the feature, images previously created using the user's photos remain active. Users do not receive notifications about who uses their content, nor is there a way to see what has already been generated.
CAA Agency Reaction
Talent agency CAA, which represents stars such as Tom Cruise, Brad Pitt, Zendaya, and Meryl Streep, issued a statement on Wednesday evening, urging Meta to change the default settings. CAA stated: 'No one's name, image, likeness, or creative work should be used by any third party, including AI models, without clear, documented consent.' The agency demanded that protection be the default setting in Muse Image, not an exception, and that people could voluntarily agree to have their image used for AI content creation.
The CAA statement also called for clear information, prompt removal of unauthorized content, and the ability for creators to 'impose restrictions, control usage, and prevent unauthorized approval or exploitation.' Meta did not respond to requests for comment.
Previous Experience with AI Platforms
This is not the first instance where a tech giant places the burden of obtaining consent on the user. OpenAI took a similar step with Sora 2, its AI video platform, which allowed the creation of videos featuring celebrities and movie characters without permission. CAA and the Motion Picture Association condemned this move. OpenAI CEO Sam Altman promised 'more detailed control' over character generation. However, three months later, OpenAI completely shut down Sora and terminated a $1 billion deal (18.3 billion rounds) with Disney.
The Silicon Valley concept regarding permission requests still implies that you have consented unless you find a switch. Whether Meta will follow this same scenario depends on how much public outcry it generates. Currently, Instagram users in South Africa with public accounts are at risk regardless of their wishes. If they want to exit this situation, the path lies through Settings, Sharing and Remixing, and two toggles. No one is telling them where to find them.