Meta has swiftly axed a new artificial intelligence (AI) feature that allowed users to generate fake images from public Instagram content. The tool, part of the broader Muse Image suite, let chatbot users create altered images using tagged accounts' content.

The move came after intense backlash over privacy concerns, with Meta admitting it had “missed the mark.” Hollywood union Sag-Aftra hailed the U-turn as a win and warned about the dangers of such tools. The firm stressed its intent to provide creative control but faced criticism from human rights charities like Privacy International.

Meta is not done exploring AI territory, promising more features for WhatsApp, Facebook, and Messenger, including an AI video tool. However, this incident highlights the complex ethical issues surrounding AI image generation on social media platforms.