A new AI tool from Meta lets users create and edit images for Instagram and WhatsApp. The rollout has triggered immediate privacy concerns. Critics warn about the use of public Instagram photos in AI-generated content.
Meta has launched Muse Image, a new AI-powered image generator designed to help creators and advertisers produce and edit visuals directly within Instagram, WhatsApp, and Meta’s ad platforms. The tool, available for free in the Meta-AI app and rolling out to Instagram Stories and WhatsApp, aims to streamline creative workflows and speed up ad production for brands and agencies.
Muse Image offers standard text-to-image generation and advanced editing features, such as removing unwanted elements, swapping backgrounds, or generating new visuals from text prompts. Meta positions Muse as a solution for both creative professionals and advertisers, enabling rapid development of campaign assets and personalized ad variations without the need to redesign each image from scratch. The company also confirmed it is developing a video generator, Muse Video, according to reporting from TechCrunch.
However, the debut of Muse Image has quickly ignited a privacy debate. The most controversial feature allows users to leverage public Instagram photos from other accounts as the basis for new AI-generated images, simply by tagging a public profile. While Meta provides an option to opt out, the feature is enabled by default, drawing criticism from users and privacy advocates. TechCrunch highlighted a wave of negative reactions on social media, with some users describing the feature as a potential privacy disaster. Meta maintains that users retain control over their content and can disable the feature in their settings, but individuals are not notified when their public images are used as AI input.
The proximity of personal photos and videos to AI processing has raised concerns, especially given Meta’s history of data use controversies. In the past, Facebook’s terms of service allowed broad use of user data for advertising, fueling debates that now resurface in the context of generative AI. Internationally, scrutiny is growing as well; reports indicate that Indian authorities are reviewing whether the new feature complies with local privacy laws, focusing on consent, transparency, and the risk of misuse of personal images.
Industry observers see Meta’s approach as consistent with its previous strategy: launching new AI features widely and addressing privacy issues after public feedback. Business Insider notes that public Instagram accounts are automatically included for AI use unless users actively opt out, intensifying the discussion around opt-out mechanisms in AI applications. Despite the controversy, Muse Image has been recognized for its high-quality image output, making clear labeling of AI-generated content increasingly important to distinguish originals from synthetic images.
As platforms and publishers weigh the implications of AI-generated content, the debate over data licensing and user consent continues to evolve. For example, Reddit’s recent data licensing deals with major AI companies have also raised questions about how user-generated content is used in training and deploying AI models, as discussed in this analysis of Reddit’s AI partnerships.
Meta, founded in 2004 as Facebook, reported over 3 billion monthly active users across its platforms in 2025. The company’s advertising business generated more than $120 billion in revenue last year, making it one of the world’s largest digital ad sellers. Meta’s ongoing investment in generative AI tools reflects its strategy to integrate advanced technology into its core products and advertising ecosystem.
