Meta withdrew its controversial AI image feature and shut down the tool after facing public backlash

Meta's controversial AI image feature, which allowed users to generate images of others using public Instagram accounts, was withdrawn just three days after its launch due to significant public backlash. The tool was criticized for its default settings that included public accounts, raising privacy concerns among users.¹²

The feature, known as Must Image, faced immediate scrutiny from celebrities and organizations, including the Screen Actors Guild, which urged members to deactivate it. Hannah Einbinder, a star of *Hacks*, was vocal in her opposition, highlighting the feature's potential misuse.⁴

In a statement, Meta acknowledged the backlash, stating, “Our intent was to provide a useful creative tool and to give people control over whether their public content could be referenced in this way. We’ve heard the feedback that this feature missed the mark, so it’s no longer available.” Critics pointed out that the feature allowed anyone to generate images of individuals by simply using their public Instagram usernames, with no clear opt-in process for users.⁵⁸

The Screen Actors Guild condemned the feature, stating, “Anything other than a clear and conspicuous opt-in for these types of uses of Instagram users’ images is unacceptable.” Following the removal of the feature, a spokesperson for the union welcomed Meta's decision, calling it “the responsible thing to do.” This incident underscores the ongoing tension between AI technology and user privacy, as Meta continues to navigate its AI investments amidst growing scrutiny.