Just days after its debut, Meta has killed a controversial AI feature that could turn anyone’s public Instagram photos into deepfakes, following a revolt from users and Hollywood who condemned its consent-last design. In a rare public reversal, the company admitted the tool "missed the mark."
The tool, built on Meta's "Muse Image" model, allowed any user to simply @-mention a public account and immediately begin generating AI images using that person’s photos — no permission required.
A Swift Reversal
In an update to its original announcement, Meta confirmed it was pulling the capability. The company’s initial pitch framed it as a "useful creative tool" that balanced creativity with user control.
"We've heard the feedback that this feature missed the mark, so it's no longer available," Meta wrote, ending the experiment almost as soon as it began.
Backlash Over Consent
"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.
The actors’ union SAG-AFTRA also took a firm stand, actively encouraging its thousands of members to opt out immediately to protect their digital likenesses from unauthorized use.