Meta rolls out default feature using Instagram post images for AI synthesis

2026-07-10

Using public images as material

Meta has changed the specifications of the social networking service Instagram and built in by default a feature that lets others synthesize AI images using posted photos. It uses an opt-out system under which AI can continue using the material unless users refuse unauthorized use, and backlash is growing, particularly among celebrities.

New model rolled out gradually

On the 7th, Meta announced Muse Image, a generative AI model specialized in image creation, and began offering it in some countries and regions. When users give text instructions to the chatbot-style Meta AI, it can combine multiple images or generate new ones. It also links with social media such as Instagram, and if a specific public account is designated, AI can create images featuring that person.

Calls for prior consent

Under the default setting, anyone can freely use images, so users who want to avoid having their images used must make their accounts private or change settings to block others' AI use. Such a system is often criticized because functions are deemed accepted unless users actively opt out. Meta said it will roll out the service sequentially from the United States to other countries, but availability in Japan has not been confirmed.

Concerns in Hollywood too

SNS influencers and Hollywood in the United States are criticizing the specification. Creative Artists Agency LLC, a major agency that represents actors and directors, told Nikkei on the 9th that it has asked Meta to switch to an opt-in system that allows AI use of public images only when users have given prior consent. In a statement, CAA said artists have the right to decide in advance whether their likenesses or works are used. According to the Los Angeles Times, SAG-AFTRA, the labor union representing actors, has also issued a statement calling for prior consent.

Same criticism as Sora

Meta expressed gratitude for CAA's remarks and explained that users of public accounts can opt out with a simple operation. It also argues that there are certain safeguards, such as preventing AI synthesis that targets accounts of people under 18. Even so, the unauthorized use of data by AI has also surfaced as an issue with Sora, the video generation AI service from OpenAI. Sora adopted an opt-out system that includes copyrighted works used as training data unless rights holders object, and videos closely resembling films and Pokemon spread online. Criticism over copyright infringement mounted, and OpenAI discontinued the smartphone app.

Meta aims for a comeback

Meta's AI functions could affect not only celebrities in Hollywood, such as actors, but also ordinary users. Even holders of public accounts who do not normally use Instagram face the concern that their images could be used as material for AI synthesis without their knowledge. Meta has been pointed to as lagging behind rivals in AI development, but it has reviewed its structure, including launching a new internal organization in 2025. It is aiming to stage a comeback with its new image-generation AI at the core.

Enjoyed this article? Share it with your network!