Meta pulls Instagram AI deepfake feature after backlash over unauthorized use of public accounts

Meta has deactivated a controversial AI feature on Instagram that let users generate deepfake images of any public account simply by @-mentioning it. The company announced the removal on July 10, 2026, days after the tool launched.

The feature, part of Meta's Muse Image model, allowed anyone to tag a public Instagram account and automatically create AI-generated images based on that account's posts. Account owners had to manually opt out by toggling off a setting buried in the menu or by setting their profile to private.

Backlash from users, Hollywood, and labor unions

Criticism erupted almost immediately after the feature's announcement. Users objected to having their likeness used without explicit consent. Hollywood agency CAA, which represents Tom Hanks and Meryl Streep, raised concerns directly with Meta. SAG-AFTRA, the American labor union representing actors, encouraged members to opt out.

• Meta wrote in an update that it heard feedback the capability "missed the mark" and pulled it down.
• The opt-out setting was labeled "Allow people to create with and reuse your content" and was not enabled by default for private accounts.
• Variety reported that CAA issued a statement saying no one's name, image, or likeness should be used without clear, documented consent.
• The feature was announced earlier in the same week and removed within days.

What comes next for Meta's AI tools

Meta has not indicated whether it will reintroduce a similar feature with stronger consent controls. The company said its intent was to provide a useful creative tool and give people control over how their public content is referenced. The removal follows a pattern of Meta rolling out AI features that spark privacy concerns, then retreating under pressure. For now, the Muse Image capability on Instagram remains disabled, and users no longer need to navigate settings to protect their likeness from unauthorized AI generation.