Meta closes Instagram AI feature following criticism of public accounts

Meta Retires AI Image Generation Feature on Instagram

Meta has decided to discontinue an artificial intelligence feature that enabled users to create images by referencing public Instagram accounts, just days after it was launched as part of a broader array of AI-powered features on the platform.

The company made this announcement via an update on its Instagram blog, explaining, “Earlier this week, we introduced a method for users to generate images with Meta AI by @mentioning the public Instagram accounts they wanted to reference. Our intention was to offer a useful creative tool and allow users control over how their content is utilized. However, we received feedback indicating that this feature did not meet expectations, so we’ve removed it.”

Legal Challenges Ahead for Meta

The company is also facing significant legal challenges, with four states seeking $1.4 trillion in fines in a trial concerning child social media addiction.

Initially launched alongside over 30 new AI effects for Instagram Stories based on the Muse Image generation model, the feature was part of a major update. Users were excited about the potential to quickly transform their photos and create engaging content, like personalized birthday cards or travel memes.

Instagram had previously expressed its commitment to giving users control over their content. They stated that users could disable AI use of public content in the app’s share settings if they were uncomfortable.

Recently, SAG-AFTRA, representing performers, urged its members to opt out of the AI feature, encouraging them to protect their likeness. Concerns have emerged, particularly from individuals like Neil K. Shah, who reported that AI-generated ads misusing his image to falsely promote supplements targeted vulnerable elders. Shah noted that he had to spend considerable time addressing his followers who inquired about these misleading advertisements.

Ultimately, while the ability to generate images by @mentioning Instagram accounts will no longer exist, the broader rollout of AI tools on the platform continues. Meta remains focused on integrating AI technology throughout its suite of services, including Facebook, Instagram, and WhatsApp.