Meta has deactivated its Muse Image feature on Instagram after widespread criticism that it enabled non-consensual AI deepfake generation. The tool allowed any user to @-mention a public account and automatically generate synthetic images based on that account's posts — without permission or notification. Meta framed the capability as a creative aid for invitations and collaborative concepts, but the opt-out mechanism was buried deep in settings under "Allow people to create with and reuse your content" or required switching to a private profile.

The backlash was immediate and included major industry players. Hollywood talent agency CAA, which represents clients like Tom Hanks and Meryl Streep, reportedly raised concerns directly with Meta, stating that no name, image, likeness, or creative work should be used by AI models without documented consent. Labor union SAG-AFTRA also urged members to opt out. Meta acknowledged the feedback in an update, writing that the feature "missed the mark" and is no longer available.

The removal underscores a growing friction between generative AI deployment and consent frameworks, particularly for public figures. While Meta positioned the feature as user-controlled, the default-opt-in design placed the burden on individuals to discover and disable it. The episode signals that platforms cannot rely on obscure settings toggles to legitimize likeness usage — especially when organized labor and talent representatives are watching.