Meta withdraws Instagram account reference feature from Muse Image after user backlash

Meta has withdrawn a newly introduced feature that allowed users to generate artificial intelligence (AI)-powered images by referencing public Instagram accounts, marking its first product rollback under the recently launched Muse Image model after receiving user feedback over privacy and content concerns.

The move comes just days after the company unveiled Muse Image, Meta's first image-generation model developed by Meta Superintelligence Labs. While the broader rollout of the AI model will continue across Meta AI, the feature enabling users to @-mention public Instagram accounts for image generation has been discontinued following criticism from users.

Meta rolls back feature after user feedback

"Earlier this week, we announced that one way for people to generate images in Meta AI is by @-mentioning public Instagram accounts that they want to reference. We intended to provide a useful creative tool and to give people control over whether their public content could be referenced in this way. We've heard the feedback that this feature missed the mark, so it's no longer available," the company said in an update on Friday.

The capability was introduced as part of Muse Image's launch and was designed to let users create AI-generated images by drawing inspiration from publicly accessible Instagram profiles. However, the company has now removed the feature while allowing the rest of the image-generation platform to remain available.

Muse Image rollout continues across Meta ecosystem

Despite the rollback, Meta said the rollout of Muse Image remains on track. The AI model is designed to understand complex prompts using advanced reasoning capabilities and can combine multiple images into a single output. It also supports preset prompts to help users generate creative ideas and enables image editing through sketches and annotations directly within conversations.

Meta had earlier said Muse Image powers creative experiences on Instagram and WhatsApp and will soon be available on Facebook, Messenger and through Meta's advertising tools, extending AI-powered image generation across its ecosystem.

First product change since Muse Image debut

The withdrawal of the Instagram account reference feature represents the first notable product change since Muse Image was unveiled. The decision underscores the company's willingness to recalibrate new AI features in response to user feedback, even as it continues to expand generative AI capabilities across its platforms.

With the latest update, Meta has chosen to prioritise the broader rollout of Muse Image while shelving a feature that drew criticism soon after its announcement, signalling a more cautious approach to deploying AI-powered tools that interact with user-generated content.