Meta's Muse Image Uses Public Instagram Photos for AI by Default

Meta launched Muse Image this week, an AI image generation system that draws on public Instagram photos to create new content — and the company enrolled all adult users with public accounts automatically, without prior notification.

The system, now available in Meta's standalone AI app, Instagram Stories in the United States, and WhatsApp in select countries, allows users to incorporate "part or all" of published photos from public accounts into AI-generated images. Facebook integration is planned for the near future, according to details first reported by The New York Times.

Automatic enrollment sparks backlash

Meta's decision to default users into the system rather than requiring explicit consent has drawn criticism from creative professionals and labor organizations. The Creative Artists Agency called on Meta to reverse its approach, stating that "protection should be the default on Muse Image AI, not the exception" and that artists deserve control over how their work and likeness are used.

SAG-AFTRA, the actors' union that has previously raised concerns about AI use in entertainment, issued a stronger statement calling anything short of "clear and conspicuous opt-in" for image usage "unacceptable" and a miscalculation of public sentiment.

Meta defended its implementation, stating the company built Muse Image "with strong controls and safety guardrails from day one." The company noted that private accounts and those belonging to users under 18 are automatically excluded, and that it will enforce violations of its Community Standards.

Why it matters

The automatic enrollment approach represents a significant shift in how tech platforms handle user-generated content for AI training. With a recent Pew Research Center survey finding that 50 percent of U.S. respondents are more worried than excited about AI's growing use — compared to just 10 percent who are more excited — Meta's opt-out model may face regulatory scrutiny. The tension between platform innovation and creator rights is likely to intensify as more companies deploy generative AI tools that rely on user content.

How to opt out

Users have two options to prevent their Instagram content from being used in Muse Image. The simplest method is switching the account to private, which automatically excludes it from the system.

Alternatively, users can navigate to Instagram settings, select "sharing and reuse," and adjust permissions for allowing others to use posts or reels with Meta AI tools. The setting requires only a few clicks to disable, according to Meta.

The details of Meta's Muse Image launch and opt-out procedures were first reported by The New York Times, with additional coverage from The Los Angeles Times and Forbes.