Meta has scrapped a controversial artificial intelligence feature on Instagram that allowed users to modify photos from public accounts without the account owner's knowledge. The tool, introduced earlier this week as part of a suite of new AI capabilities built by Meta Superintelligence Labs, let users generate images by @-mentioning public Instagram profiles. But the feature did not alert the referenced account that their photos were being used in this way, sparking immediate backlash from users and privacy campaigners.
In a blog post on Friday, the company acknowledged the criticism, stating: 'Our intent was to provide a useful creative tool and to give people control over whether their public content could be referenced in this way. We’ve heard the feedback that this feature missed the mark, so it’s no longer available.' The decision was first reported by Puck News founding partner Dylan Byers, who noted that the move came 'amid scrutiny from users and talent agencies, including CAA'.
The rapid reversal highlights growing tensions around AI integration in social media. Since AI tools became widely available, platforms have struggled to prevent misuse, including the generation of non-consensual explicit images of public figures. In the UK, the Information Commissioner's Office (ICO) has previously warned tech firms to embed privacy protections into AI products by design, rather than retrofitting them after launch. The EU's AI Act, which came into force earlier this year, also imposes strict requirements on high-risk AI systems, including those that manipulate images of individuals.
For UK businesses, the episode serves as a cautionary tale about the reputational and regulatory risks of rushing AI features to market. 'Companies need to think carefully about consent and transparency before deploying generative AI tools that use people's likenesses,' said Dr. Eleanor Shaw, a digital ethics researcher at the University of Cambridge. 'The backlash Meta faced shows that users expect control over how their data and images are used, even when those images are publicly available.'
Consumers, meanwhile, may welcome the removal as a victory for privacy rights, but the incident underscores the broader challenge of balancing innovation with protection. For the UK economy, which is positioning itself as a global hub for AI development, such controversies could influence public trust and shape future regulation. The ICO is expected to release updated guidance on generative AI and personal data later this year, which could impose stricter obligations on platforms like Instagram.