US-based technology giant Meta has decided to discontinue a feature that allowed users to create AI images using content from public Instagram accounts. The company made this decision within three days of launching the feature in response to public criticism. Meta stated that the feature aimed to be a creative tool, but it has been removed due to feedback indicating it missed the mark.
The feature was introduced on July 7 along with Muse Image, Meta Superintelligence Labs’ first in-house AI image generator. Users could generate AI images by inputting a public adult Instagram profile’s username into a prompt. However, the feature did not notify account holders that their photos were being utilized.
This move faced immediate backlash from privacy advocates, talent agencies, actors’ unions, and social media users. In response to concerns raised, India’s electronics and information technology secretary, S. Krishnan, mentioned that the government would assess the feature’s compliance with Indian law if a complaint was lodged.
Meta has also recently disabled end-to-end encrypted direct messages on Instagram, a privacy-focused feature. Users are advised to download any important media or messages they wish to retain before the feature is fully phased out. The elimination of end-to-end encryption will allow Meta to access message content, including photos, videos, and voice notes, if necessary.
