Meta has announced the discontinuation of an AI-powered tool it launched a few days ago that allows users to create photos based on the data of the publicly available Instagram account, after facing widespread criticism from Hollywood art guilds over privacy concerns.

Meta, which owns Facebook and Instagram, said in a statement that the main goal was to provide a useful creative tool and give people the ability to control the ability to refer to their open content in this way, noting that the management received comments that this tool did not achieve its intended goal, so it was decided to withdraw it and became unavailable for use.

Cancelled Tool Specifications

Meta has officially launched a tool called Muse Image, the first image generation model from Meta Super Intelligence Labs, which is integrated into the company's chatbot (Meta AI) to rely on images as the primary input that allows users to edit the generated graphics directly.

The official data indicated that the tool faced rapid negative reactions from users and professional circles immediately after its release, due to the automatic activation of the new feature within the settings of public accounts without obtaining prior permission or direct notification, which sparked a wave of voluntary objections to demand its disabling.

Widespread union objections

In the same context, the Screen Actors Guild-American Federation of Radio and Television Artists (SAG-AFTRA) issued a statement in which it stressed that activating this feature without a clear and prominent subscription by Instagram users is unacceptable and represents a misassessment of the risks and harms inherent in this type of use.

Following the decision of "Meta" to delete the tool, the Syndicate announced its welcome to the official step, as a spokesperson of the Syndicate stated in a statement that the existence of tools that encourage non-consensual digital copying is unwise due to the known risks, expressing the Syndicate's appreciation for the decision to suspend and describing it as responsible behavior.

Pressure on tech companies

These developments come at a time when the tech community is under increasing pressure on Big Tech companies to give users clear control and specific mechanisms to control how AI tools use content and data that is publicly shared on digital platforms.

It is noteworthy that prominent entities and artistic figures had led extensive digital campaigns to urge subscribers to manually deactivate the tool before the decision to withdraw it was issued, warning of the legal and professional consequences resulting from the use of personal photos and their development outside the approved consensus frameworks.