Meta has released its first AI photo and video generation tools, Muse Photo and Muse Video, developed by its Superintelligence Labs, bringing the company level with rivals such as Google's Gemini and Seedance 2.0. The launch has drawn criticism because Meta made the feature opt-out rather than opt-in: all public Instagram profiles are automatically eligible to have their likenesses pulled into AI-generated content by other users unless the account holder actively opts out. This matters particularly for celebrities and high-profile figures, whose image and likeness are central to their livelihoods.

The talent agency Creative Artists Agency (CAA) has publicly urged Meta to reverse the policy and make protection the default, arguing that no one's name, image, likeness, voice or creative work should be used without clear, documented consent. CAA, which runs a "CAA Vault" to safeguard and potentially monetise clients' digital likenesses, called for disclosures, usage tracking and swift removal of unauthorised content. Observers have drawn parallels with OpenAI's Sora, which launched with a similar opt-out approach, was flooded with well-known figures and intellectual property, and was later shifted to opt-in before being scrapped. Rival agency WME opted all its clients out of Sora at the time.