Tech giant Meta is facing a significant backlash following the launch of its new AI tool, Muse Image, which can generate artificial intelligence-powered pictures using other people's public Instagram profile photographs without their direct consent. The company states that users with public accounts can opt out of their images being used; however, privacy campaigners are calling the feature an "obvious recipe for disaster", citing a history of harms from non-consensual AI-altered images on social platforms.
Muse Image, which functions as a text-to-image generator, is currently accessible through the Meta AI app and web browser, as well as integrated into WhatsApp and Instagram Stories for users in the United States. Meta has indicated that the tool will soon extend its availability to Facebook and Messenger, with a video-generation version reportedly in development. While Meta maintains that a specific setting allows users to prevent their public content from being reused for AI features, critics argue this opt-out mechanism places an undue burden on individuals.
Donald Campbell, advocacy director at the tech justice non-profit Foxglove, expressed strong disapproval, highlighting the "catalogue of harms" already witnessed from non-consensual AI-altered images. He questioned the rationale behind facilitating more "creepy image manipulation." Privacy International echoed these concerns, stating that the feature is "the latest sign AI companies see people's images and data as raw material to be exploited," describing it as a "privacy landmine waiting to detonate."
The introduction of Muse Image comes amidst heightened scrutiny from regulators and campaigners regarding AI-generated images. In the UK, Ofcom is currently investigating X (formerly Twitter) over the role of its AI chatbot, Grok, in creating and sharing non-consensual AI-altered images of real individuals. This regulatory environment suggests that Meta's new tool is likely to face intense examination, particularly concerning data privacy and consent within the European Union's stringent AI Act framework and the UK's ICO guidelines.
For UK businesses, the implications extend to how they use and manage user-generated content, particularly in advertising and marketing. The potential for misuse and the need for robust consent mechanisms will be paramount. Consumers, meanwhile, face the challenge of understanding and managing their digital footprint, with the onus increasingly on them to actively opt out of data usage. The broader economy could see a push for more ethical AI development and stricter regulatory oversight, potentially shaping future innovation in the AI space.