Meta Faces Backlash Over Muse Image AI Likeness Tool

On July 7, 2026, Meta Platforms, Inc. launched Muse Image, the first image-generation model from its Meta Superintelligence Labs. Integrated into the Meta AI app, Instagram, and WhatsApp, the tool allows users to generate visuals from text prompts and edit photos. A central and controversial feature enables users to @-mention public Instagram profiles to incorporate those individuals' likenesses into AI-generated images. Meta automatically opted in adult users with public accounts, requiring them to manually disable the feature in the Sharing and Reuse settings.

This rollout triggered immediate condemnation from privacy advocates and industry groups. The Screen Actors Guild (SAG-AFTRA) and Creative Artists Agency (CAA) both urged users to opt out, arguing that consent should be the default. Critics, including representatives from Public Citizen and Foxglove, characterized the system as a privacy landmine that facilitates non-consensual deepfakes. Privacy International further claimed the tool treats personal data as raw material for exploitation. Meta defended the rollout, stating that private accounts and users under 18 are automatically excluded and that built-in safety guardrails prevent illegal content.

The controversy has reached government levels, with India's Ministry of Electronics and Information Technology announcing a review to determine if the data scraping complies with national legal frameworks. Beyond the social features, Meta is integrating Muse Image into its Advantage+ advertising suite to automate brand visuals and its AI Shopping mode to visualize products in users' homes. The company has also previewed a forthcoming video-generation model called Muse Video.