Meta has launched "Muse Image," a new artificial intelligence feature that lets users generate original images, edit existing photos and create custom adverts within its apps. The tool has drawn controversy because it can incorporate photos from any public Instagram account: as long as a profile is public, another user can tag that account and use its images in AI-generated creations. Only private accounts and those belonging to under-18s are automatically excluded. The concern matters because affected users may be unaware their photos can be reused by strangers, are not notified when it happens, and the feature opens the door to harassment, impersonation and non-consensual image editing.

Users can opt out by going to their profile, selecting "Sharing and reuse" and switching off "Allow people to create with and reuse your content" for both posts and reels. The launch comes amid wider unease about AI being embedded in social platforms, with experts calling for stronger privacy safeguards and greater transparency; a Pew Research Center survey found 35% of respondents were more concerned than excited about AI. Meta's history has heightened scepticism, including a $5 billion FTC fine in 2019 over misleading users about their data controls, linked to the Cambridge Analytica scandal affecting up to 87 million Facebook users.