Meta’s new AI image generation tool raises alarm in Hollywood and online

What This is

• Meta released Muse Image, an AI tool that can generate and edit images inside Meta AI and is being added to Instagram and WhatsApp features.
• By default, Muse Image can use photos and videos from adult public Instagram accounts as reference material when someone tags a public handle in a prompt.
• Private accounts and users under 18 are generally excluded from having their content used this way, according to Meta.
• People can opt out by changing Instagram “sharing and reuse” settings or switching their account to private, but the controls only affect future use.
• The rollout has triggered privacy, consent, and “deepfake” worries, including concerns about non-consensual image manipulation and creators’ rights.
• Meta says Muse Image includes safety guardrails and watermarks or content seals, and it is also positioning the model for advertiser tools and paid subscription tiers.

Why This Matters

• It tests what meaningful consent looks like when public photos can be repurposed into new AI images by strangers.
• It could increase impersonation and “deepfake” harms, especially for creators whose face and brand are part of their income.
• Opt-out designs shift the burden to users, which can widen power gaps between platforms and individuals.
• Regulatory reviews, like India’s, signal growing pressure for clearer rules on AI use of personal data and likeness.
• Tying the tool to ads and subscriptions could reshape who controls and profits from online creative work.