Instagram's Muse Image AI Tool Draws Fire Over Opt-Out Default

Instagram is facing mounting criticism over Muse Image, a new AI tool that generates images using content from public accounts—without notifying those users or requiring their explicit consent upfront.

The feature, unveiled by Meta earlier this week, allows any Instagram user to create AI-generated images based on photos posted by public accounts. The controversy centers on Meta's decision to automatically enroll all public accounts, forcing users to manually opt out if they want to protect their content.

Hollywood pushes back

SAG-AFTRA, the union representing more than 160,000 actors and entertainment professionals, issued a warning late Thursday urging members to disable the feature. "Meta now lets anyone use your Instagram photos in AI images without your consent," the union stated, advising members to opt out to "protect your likeness."

The concern reflects Hollywood's broader struggle with AI-generated content. SAG-AFTRA made AI restrictions a central demand during its 2023 strike, ultimately securing contract language that limits AI-generated performers unless they provide "significant additional value."

Creative Arts Agency, one of the industry's largest talent agencies, called on Meta to reverse its approach and make Muse Image opt-in rather than opt-out. "Artists deserve to decide if and how their likeness and work is used," the agency said in a statement, requesting tools that let creators "impose restrictions, monitor usage, and prevent unauthorized endorsements or exploitation."

Celebrities including Matthew McConaughey and Taylor Swift have filed trademarks specifically to protect their likenesses from unauthorized AI use.

Cybersecurity firms flag fraud risks

Beyond Hollywood, cybersecurity companies are warning that Muse Image creates new vectors for fraud and impersonation. Malwarebytes cautioned in a blog post that the tool could facilitate "impersonation, scams, or other abuse," making "phishing and fraud" easier for cybercriminals to execute.

The company also criticized Meta for burying the opt-out control deep in settings rather than presenting users with a clear choice when launching the app.

Proton, another cybersecurity firm, called the feature a "major privacy concern," noting that AI image generation "certainly wasn't on anyone's mind when they signed up for Instagram years ago." Thorin Klosowski of the Electronic Frontier Foundation told The Guardian the setting should "absolutely be opt-in."

Why it matters

The Muse Image controversy highlights a fundamental tension in AI development: tech companies' desire to train models on vast datasets versus individuals' rights to control how their images and likenesses are used. Meta's opt-out default shifts the burden onto users to protect their own content—a pattern that privacy advocates argue normalizes surveillance capitalism. For businesses and public figures, the feature creates reputational and legal risks if their images are used to generate misleading or harmful content without their knowledge.

Meta's response and opt-out process

Meta has clarified that users under 18 are automatically excluded from Muse Image and that it will "take action" against content violating community standards. The company has not indicated it will change the opt-out default for adult users.

To disable the feature, users must navigate to Instagram settings, select "sharing and reuse," and manually toggle off consent for AI tool usage. Alternatively, switching an account to private blocks Muse Image access entirely.

The rollout comes as Meta accelerates its AI investments. The company announced a new version of its Muse Spark AI model Thursday and revealed plans for a $9 billion data center in Canada—its first in that country and 33rd overall.

Details of the Muse Image backlash and industry response were first reported by Forbes.