Meta scraps AI image tool after privacy backlash

Meta stated that its intention was to provide a useful creative tool and give users control over their content, but acknowledged that the feature "missed the mark" based on user feedback. The company confirmed that the feature is no longer available.

The backlash included criticism from Emmy-winning actor Hannah Einbinder and SAG-AFTRA, the union representing actors and other media professionals. SAG-AFTRA urged Instagram users to opt out of the feature, calling it an "utter miscalculation of public sentiment" and highlighting the dangers of nonconsensual digital replicas.

Following Meta's decision to remove the feature, SAG-AFTRA welcomed the move, calling it a "responsible thing to do." The reversal underscores the increasing pressure on technology companies to provide clear user control over how their publicly shared content is utilized by AI features. Instagram users can opt out of having their content used for AI features by navigating to their profile, then 'Sharing and reuse,' and toggling off 'Allow people to use your content on Instagram with AI features on Meta.'