How to opt out of Meta's new Instagram AI image generator

Meta has launched an artificial intelligence image generator that allows anyone to create AI-generated images based on photos from public Instagram accounts — and users were automatically opted in without explicit consent.

The tool, announced this week, immediately drew criticism from privacy advocates and creative professionals. SAG-AFTRA, the actors' union, issued a statement urging its members and all Instagram users to take action to protect their likeness from unauthorized manipulation.

Why it matters

This represents a significant shift in how social media platforms use user-generated content for AI training and generation. While Meta has previously used public data to train AI models, this tool goes further by allowing third parties to generate new images derived from individual users' photos. For creators, influencers, and anyone concerned about their digital likeness, the automatic opt-in raises questions about consent and control over personal imagery in the age of generative AI.

How the opt-out process works

Instagram users have two options to prevent their photos from being used in the AI generator: switch their account to private or manually disable the feature through settings.

To opt out while keeping a public account, users need to navigate to their profile settings. The process requires opening the Instagram app, tapping the profile icon, then accessing the three-line menu in the top-right corner to reach "Settings and activity."

Within the settings menu, users should scroll to find the "Sharing and reuse" tab. Under the section labeled "Allow people to use your content on Instagram and with AI features on Meta," users can toggle off permissions for both "Posts" and "Reels."

Meta notes that some users may not see this option immediately and advises checking back if the setting isn't yet available in their account.

Privacy concerns and industry response

The automatic enrollment in Meta's AI image generator reflects broader tensions between tech platforms' AI ambitions and user privacy expectations. Unlike opt-in systems that require explicit user consent, Meta's approach assumes permission unless users actively withdraw it.

For public figures, content creators, and everyday users alike, the tool raises concerns about how their images might be manipulated or used without their knowledge. The fact that anyone can generate AI images based on another user's photos — not just Meta itself — amplifies these privacy considerations.

The Washington Post first reported these details about Meta's new AI image generator and the opt-out process.