Meta has rolled out a new AI image generation model, Muse Image, which by default allows public Instagram photos to be used as visual references for creating new AI-generated images. This feature, available through the Meta AI app, browser, WhatsApp, and Instagram Stories for US users, has ignited a debate over user privacy and consent.
How Meta AI's Muse Image Works
The Muse Image feature, developed by Meta Superintelligence Labs, enables users to reference any public Instagram account by entering its @username in an AI prompt. The AI then accesses the public photos from that profile to generate new images. A significant concern is that users with public accounts will not receive notifications if their profile is used in an AI prompt, giving them no control over how their content is referenced.
The Controversy Around Default Opt-In
The primary point of contention is the default-on setting. If an Instagram account is public, its content is automatically opted into this feature. This means anyone, regardless of whether they follow the account, can use a public @username to generate AI images from the profile's photos. Donald Campbell, advocacy director at Foxglove, described the move as an “obvious recipe for disaster,” citing previous harms from non-consensual AI-altered images.
“We've already seen a catalogue of harms from non-consensual AI-altered images on social platforms just in the past year,” said Donald Campbell, advocacy director at Foxglove. “It is hard to see why Mark Zuckerberg thinks facilitating yet more of this creepy image manipulation is a good idea.”
Steps to Opt Out of Muse Image
Users concerned about their public Instagram photos being used by Meta AI can opt out through their app settings. While opting out will not make your account private, it will block the reuse of your posts and reels for remixing, templates, and AI generation.
- Open the Instagram app and navigate to your profile.
- Tap the menu icon (three lines) at the top right to access your profile settings.
- Scroll down and select “Sharing and reuse.”
- Under “Allow people to use your content on Instagram and with AI features on Meta,” toggle off both “Posts” and “Reels.”
Potential Regulatory Scrutiny in India
Currently, the Muse Image feature is only available in the US. However, a potential global rollout could lead to significant regulatory challenges, particularly in countries like India. India amended its IT Rules in February 2026, establishing a legal framework for synthetically generated information (SGI) content. These rules mandate online platforms to label AI-generated content, remove unlawful AI-generated content, and adhere to strict takedown timelines.
Given that these rules were partly influenced by concerns over AI-generated images and deepfakes (such as the investigation into X's Grok chatbot for generating non-consensual AI images), Meta’s Muse Image model could face similar scrutiny and regulatory hurdles if launched in India.