BT Explainer: Your public Instagram photos may be used by Meta AI–what users should know

If your Instagram account is public, brace yourself: your photos could potentially be used to create AI-generated images through Meta's new Muse Image feature. This innovative tool allows users to reference public Instagram profiles by simply entering a public @username, raising significant concerns about user privacy and consent. Launched on July 7, Muse Image is Meta's latest AI-driven image generation model, available on the Meta AI app, web, WhatsApp, and Instagram Stories for users in the United States. Designed by Meta Superintelligence Labs, this feature permits users to tag any public Instagram account within a Muse Image prompt. The AI then accesses those public photos as visual references to produce new images. However, this capability has ignited criticism, especially from those who fear losing control over how their publicly shared images may be utilized. One major point of contention is the tool's default setting, which opts in all public account holders automatically. This means that anyone can mention a public account in a prompt to generate images based on the user’s photos—without any notification or consent from the original user. The controversy has sparked discussions about transparency and the ethical use of publicly available images in AI systems. Donald Campbell, advocacy director at Foxglove, voiced concerns about the implications of this feature, describing it as "an obvious recipe for disaster." He highlighted the troubling trend of non-consensual AI-enhanced images circulating on social media platforms over the past year, questioning the rationale behind enabling more of this controversial image manipulation. For those wishing to opt out of this feature, the process is straightforward: open the Instagram app, navigate to your profile, access the settings menu, scroll to "Sharing and reuse," and turn off the toggles for "Posts" and "Reel" under the AI features section. This action will not change your account to private but will prevent your content from being used in AI-generated formats. Currently, the Muse Image feature is exclusive to the United States, allowing international users, including those in India, to remain unaffected—for now. However, potential regulatory scrutiny looms in India due to new AI regulations that mandate labeling AI-generated content and addressing unlawful AI output. Given these guidelines, Meta's Muse Image may face similar scrutiny in the Indian market, reflecting broader concerns about privacy and misuse in the realm of AI-generated images.