Meta Faces Backlash Over Instagram AI Feature Using Photos by Default

Meta is drawing sharp criticism from entertainment industry organizations over a new Instagram feature that allows AI-generated images to be created using content from public accounts—without explicit user consent or notification.

The feature, called Muse Image, is now integrated into the Instagram app and operates on an opt-out basis. According to Wired, which first reported the details, any user can tag a public Instagram account in a prompt to Meta AI and generate images using that person's likeness from their posted content.

Industry Groups Sound the Alarm

SAG-AFTRA issued a public warning on social media urging its members and all Instagram users to change their settings immediately. "Meta now lets anyone use your Instagram photos in AI images without your consent," the actors union wrote, recommending that users "opt-OUT of Meta's new AI image generation tool, Muse Image."

The talent agency CAA separately raised concerns directly with Meta, calling the policy a violation of creator rights. "No one's name, image, likeness, voice or creative work should be used by any third party, including AI models, without clear, documented consent," CAA said in a statement released Wednesday.

How to Disable the Feature

Users who want to prevent their content from being used in AI generations without making their accounts private must navigate to a specific settings menu. SAG-AFTRA provided step-by-step instructions: Open Instagram, tap your profile, select the three-line menu in the top-right corner, scroll to the "Sharing and reuse" tab, and locate the section labeled "Allow people to use your content on Instagram and with AI features on Meta." Users can then toggle off permissions for both Posts and Reels.

Meta's help center confirms that users with public accounts who maintain the default settings will have their content available for AI generation. The company also states that "you will not be notified about content created using AI features at Meta," according to Wired.

Why It Matters

The controversy highlights a fundamental tension in how tech platforms approach AI training and content rights. By making AI usage of user content the default rather than requiring opt-in consent, Meta has positioned itself opposite the entertainment industry's push for explicit creator control. This approach mirrors OpenAI's short-lived Sora video model, which faced similar backlash over its opt-out policy before being shut down earlier in 2026. The coordinated response from major industry players like SAG-AFTRA and CAA signals that consent frameworks for AI-generated content remain a flashpoint between Silicon Valley and creative professionals.

CAA emphasized that "true innovation puts creators first: respecting their rights, protecting their livelihoods, and giving them real control, not handing it over to platforms."

The details of Meta's Muse Image policy and the industry response were first reported by Wired.