Meta Platforms has swiftly pulled the plug on its newly launched Muse Image AI feature, just days after its introduction, following a wave of criticism centered around privacy concerns. The tool, which allowed users to generate and modify images using public Instagram content, was integrated into Meta AI, enabling creative edits through sketches and photo-based prompts.

Released earlier this week, the feature sparked significant backlash as it was automatically activated for eligible users, igniting debates over consent and the ethical use of publicly available images in AI-driven content. Critics, including the entertainment industry union SAG-AFTRA and various public figures, demanded the feature’s withdrawal, contending that users should have had the opportunity to opt in before their content was utilized.

In light of the mounting criticism, Meta announced the removal of the feature, acknowledging that it failed to meet user expectations. The company emphasized that its intention was to provide a creative tool that offered users control over how their public content could be referenced, but the reception highlighted the need for more transparent consent practices.

This development underscores the increasing pressure on technology firms to ensure robust privacy measures and clear consent protocols, particularly concerning AI-powered innovations. As public scrutiny intensifies, companies like Meta are being urged to adopt practices that better align with users’ privacy expectations.