On July 7, 2026, Meta unveiled Muse Image, the first image-generation model from Meta Superintelligence Labs, introducing a feature that creates AI images from photos on public Instagram accounts. The fact that public profiles were opted into the feature by default, without notice to users, has sparked a privacy backlash.
July 7, 2026 · Meta Superintelligence Labs
Muse Image Turns Public Instagram Photos Into AI Pictures — By Default
Meta's first dedicated image model lets anyone @-mention a public profile to generate images from its photos. Public accounts were opted in automatically, with no notice — igniting a privacy backlash.
30+
AI effects now powered by Muse Image in Instagram Stories
Free
For everyday use; heavy generation needs a paid subscription
3
Surfaces at launch: Instagram, WhatsApp, Meta AI app
The design choice at the center of the backlash
How Meta shipped it — vs. what critics wanted
OPT-OUT
No notice
No alert when someone uses your photos
Public = default permission
What Meta shipped
vs
OPT-IN
Protections on by default; consent required first
What critics & CAA called for
How a generation happens
@-mention a public Instagram username
→
Muse Spark reasons over public photos, Reels & prompt
→
Muse Image generates & blends multiple references
→
Share to chats, Stories & feed
Praise
Handy for creative collaboration — birthday cards, group-trip memes
Fun, fast Stories editing with 30+ effects
Personalized generation using the social graph
Criticism
Makes non-consensual deepfakes easy to create
Already-generated images reportedly are not deleted
Automatic enrollment with no notice; settings are hard to find
How to opt out
Settings › Sharing and reuse › turn off the Posts/Reels toggle — or switch your account to private.
The control may appear only in the mobile app. Turning it off stops future use, but images already generated are reportedly not removed.
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