Meta Muse Image: How to protect your Instagram photos from AI

Meta officially unveiled its new AI image generator Muse Image on July 7. It was developed by Meta Superintelligence Labs, and the project was known internally as Mango. The tool can be used for free via the Meta AI app, in Instagram Stories and in WhatsApp. Users who generate a lot of images will eventually hit a limit and then need a paid Meta subscription.

What Muse Image can do

Muse Image creates images from text descriptions and can also be used to edit existing photos. Meta cites examples such as removing an unwanted object from the background, placing yourself in front of a famous landmark or creating a working QR code. Users who do not have their own idea get ready-made prompts as templates. Another feature targets Facebook Marketplace: A used piece of furniture can be virtually placed in your own living room before purchase. New AI effects and filters are also being added for Instagram Stories.

The sensitive part: Other people's Instagram photos

Another feature is drawing attention. If an Instagram profile is public, any other user can pull that person's photos into the Meta AI app by mentioning them with @ and turn them into new AI images. In Meta's own words, a tagged username is enough for Meta AI to use public photos to assemble a finished image. Meta's policy clearly states that others can create content with your Instagram content through the AI features and that you will not be notified. The Verge was the first to publicize the scope of the feature, followed by widespread criticism. One user on X called it a privacy time bomb that pulls real people into generated photos without consent. AI content flooding the platform has long been an issue on Instagram.

How to turn off AI usage

Important: For public profiles, permission is enabled by default, so you have to turn it off yourself. Instagram settings include a section for sharing and reusing your content. There, you can disable permission for others to use your posts and Reels on Instagram and with Meta's AI features, separately for posts and Reels. Meta explains the exact steps on its own help page. Two limitations remain. AI images that have already been generated are not deleted, and turning the setting off only applies going forward. The feature is also still rolling out, so the switch does not appear for everyone right away. Private profiles are exempt from Muse Image anyway.

Meta plans to bring Muse Image to Facebook and Messenger soon, with advertisers and agencies to follow in the coming weeks. An AI video generator called Muse Video is already in development. When it comes to privacy, there is still a lingering concern: Meta paid a then-record $5 billion FTC fine in 2019 over the Cambridge Analytica scandal and disabled Facebook's facial recognition in 2021.