Meta’s latest AI image generator, Muse Image, is facing intense backlash from users and privacy advocates after it was revealed that public Instagram accounts are automatically opted into allowing others to generate AI images using their photos—without explicit permission or notification.

On July 7, 2026, Meta launched Muse Image, its inaugural AI image model developed by Meta Superintelligence Labs. The tool is deeply integrated into Instagram, WhatsApp, and the Meta AI app, allowing users to generate personalized images by simply “@ mentioning” a public Instagram account in their prompt. Meta promoted the feature as a fun, creative way to personalize graphics and invitations, stating: “Tagging a username lets Meta AI use public photos to build a visual that’s ready to post.”

Despite Meta’s optimistic framing, user reaction has been overwhelmingly negative. Comments highlighted in the video show users expressing frustration, with remarks ranging from “Literally no one wants this” to “What we need is an option to turn off AI generated content.” Others criticized the move as a betrayal of Instagram’s original purpose, with one user noting: “Build a platform based on photography and capturing authentic moments, and then turn around and start pushing AI, got it.”

Privacy experts have also weighed in. Public Citizen, a nonprofit consumer advocacy group, called the feature “an egregious invasion of user privacy.” J.B. Branch, the organization’s director of federal AI governance and technology policy, stated: “Meta has once again chosen the creepiest possible path… Instead of asking for meaningful consent, Meta quietly defaults users into the system and buries the opt-out in account settings.”

The core controversy revolves around the default setting. By default, anyone with a public Instagram account can have their photos used by others to create photorealistic AI images simply by being tagged in a prompt. This raises significant concerns about potential misuse, including the creation of compromising photos, non-consensual imagery, or content used for bullying and harassment. The video explicitly warns that this could allow someone to “add your exact likeness to a compromising photo” or “generate bikini pics of your daughter” without any permission.

Furthermore, Meta confirms that users will not be notified if someone uses their photos to create AI-generated content. “You will not be notified about content created using AI features at Meta,” the company’s help page states, meaning users may remain unaware that AI images based on their likeness are circulating online.

For users concerned about their privacy, there are two primary ways to opt out:

1. Make your account private: Muse Image only works with public accounts. Switching to a private account prevents others from using your photos.
2. Adjust settings manually: Public account holders can navigate to Profile > Menu > Sharing and Reuse, then turn off the toggles under “Allow people to reuse your content on Instagram and with AI features at Meta” for both Posts and Reels.

However, there is a significant catch: changing these settings only applies to future content. All previously posted public photos remain fair game unless users manually adjust the settings on each individual post. Additionally, any AI images created before opting out will not be deleted or removed.