Meta has a new AI image generator, and it comes with a feature that has privacy advocates alarmed. Muse Image, launched Tuesday by the company’s Superintelligence Labs division, lets users generate AI images by @ mentioning any public Instagram account — pulling that person’s photos into the creation without their knowledge.

The tool is available through the Meta AI app, WhatsApp, and Instagram Stories. Meta says it “uses advanced reasoning to understand complex prompts, seamlessly blending multiple photos into high-quality creations you can download and share anywhere”. The tagging is the flashpoint: “Tagging a username lets Meta AI use public photos to build a visual that’s ready to post,” the company says. Every public Instagram profile can be used unless its owner has explicitly opted out.

That default has drawn sharp criticism. Public Citizen, the consumer advocacy nonprofit, called the feature “an egregious invasion of user privacy”. “Meta has once again chosen the creepiest possible path,” said J.B. Branch, the group’s director of federal AI governance and technology policy. “People should not wake up to discover their face has become raw material for someone else’s AI experiment”. “Instead of asking for meaningful consent, Meta quietly defaults users into the system and buries the opt-out in account settings,” Branch added. “It’s a playbook we’ve come to expect from a company with a long history of putting its business interests ahead of the public”.

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Despite the concerns, it’s worth noting that private accounts are already protected. Muse Image requires access to public photos, and anyone trying to tag a private profile will be told the account can’t be used. Public accounts, on the other hand, must opt out manually. To do that, users will need to go to their profile, tap the menu in the top-right corner, then Sharing and Reuse. Under “Allow people to reuse your content on Instagram and with AI features at Meta,” you’ll find separate toggles for Posts and Reels — switch both off to keep your images and videos out of other people’s AI creations.