Meta deactivated Muse Image, a feature that generated AI images based on public Instagram accounts without explicit consent from account owners. Rather than requiring permission upfront, the tool defaulted to allowing anyone to tag public accounts—forcing users to navigate settings and disable the feature if they didn't want to participate.

The feature drew rapid criticism from Hollywood talent agency CAA and labor union SAG-AFTRA, both emphasising the need for clear consent before using someone's likeness or creative work. Meta acknowledged the feedback and removed the capability, stating it had not achieved its intended goal of providing a useful creative tool whilst respecting user control.