Uproar on Instagram: Meta quietly removes AI image feature; here’s the full story

Instagram AI Feature: Instagram has become a widely used social media platform in the country. People use the app for various purposes—some to watch Reels, others to share posts or connect with followers. Amidst this, Meta had recently rolled out an AI generation tool called ‘Muse’ on the app. However, the tool has faced significant backlash. In light of the growing opposition from users, Meta has quietly removed the feature from the platform. Let’s take a look at the full story.

Why was the feature removed?

According to media reports, Meta stated in its official blog that the feature was launched to offer users a new creative tool. Additionally, the tool allowed users to decide whether or not their posts could be used for AI purposes. However, user opposition indicates that the feature failed to meet expectations, leading to its removal from the platform for the time being. That said, the broader AI image generation systems associated with Muse will remain available as before.

What did the Indian government say?

The Indian government has also taken a serious view of this matter. The Ministry of Electronics and Information Technology (MeitY) stated that the government would investigate the feature. Officials noted that if complaints have been received, the entire issue would be examined in accordance with Indian laws.

This matter is particularly significant for India, as the government has recently been taking a strict stance against deepfakes and AI-generated images created without consent. The government has previously sought explanations from various companies regarding their AI tools.

Global opposition

Opposition to the feature was not limited to the general public. The US-based artists’ union, SAG-AFTRA, advised its members to exercise caution. Major talent agency CAA stated that an individual’s face, name, voice, or image should not be used in AI models without their explicit consent. Several privacy advocacy groups also criticized Meta, arguing that AI companies are treating people’s private photos merely as data.

What does this decision mean?

Meta’s decision highlights that when launching new AI-related features, user privacy and consent are just as important as the technology itself. This move, following growing opposition, suggests that the company needs to prioritize making AI features more secure in the future.

Why did users oppose it?

The primary controversy stemmed from the fact that all public Instagram accounts were automatically opted-in to this feature. This meant that if users did not want their posts used for AI purposes, they had to manually change their settings.

Furthermore, Meta did not notify users when their profiles were used to generate AI images. This raised concerns that people’s photos could be misused without their permission. However, the company had excluded private accounts and accounts belonging to users under the age of 18 from this feature.

What is Muse Image?

Muse Image is Meta’s new AI tool that generates images based on simple text prompts. It allows for photo editing—such as removing objects, placing a person in front of a famous landmark, enhancing old photos, and even creating new interior designs based on a photo of a room. Meta plans to introduce this feature to Facebook, Messenger, and its advertising platforms in the near future.

Why is this issue significant for India?

This controversy extends beyond Meta. The broader question is whether AI companies should be allowed to use people’s photos without their consent. The Indian government is currently investigating the matter. If the investigation reveals any violations of rules, a response could also be sought from Meta. It is believed that this matter could play a crucial role in shaping future regulations regarding AI and privacy in India.