A new tool that let people take publicly posted Instagram photos and use AI to generate new images from them drew such a big backlash in Hollywood that Meta has discontinued one of the features. <\/p>\n
Instagram\u2019s parent company, Meta, on Tuesday rolled out the new AI tool, called Muse Image, which makes it easy to \u201cturn your ideas into high-quality visuals you can download and share anywhere.\u201d<\/p>\n
In a promotional video, Meta showed examples like adding a friend into a band photo. <\/p>\n
But the tool came under fire from talent agencies, managers and union officials. They noted that many Instagram accounts were opted in by default, allowing users to manipulate the image and likeness of celebrities without their consent.<\/p>\n
\u201cI just think it\u2019s wrong again to expect people to opt themselves out of something that literally has been proven to be able to create harm,\u201d said Kyle Hjelmeseth, chief executive of Los Angeles-based influencer talent management firm G&B. <\/p>\n
By Friday, Meta said a feature on Muse Image that helps pull photos from public Instagram accounts was no longer available. <\/p>\n
\u201cEarlier this week, we announced that one way for people to generate images in Meta AI is by @-mentioning public Instagram accounts that they want to reference,\u201d Meta said in a blog post. \u201cOur intent was to provide a useful creative tool and to give people control over whether their public content could be referenced in this way. We\u2019ve heard the feedback that this feature missed the mark, so it\u2019s no longer available.\u201d<\/p>\n
Hollywood has long been wary of AI, after a string of deepfakes \u2014 videos or images depicting celebrities doing or saying things they never authorized. Jamie Lee Curtis<\/a> and others have appeared in ads for products they never endorsed.<\/a> Last year, OpenAI\u2019s Sora 2 video tool drew outrage<\/a> in Hollywood after users conjured up dead celebrities without their estates\u2019 consent. OpenAI later said it would give<\/a> rights holders more granular controls.<\/p>\n Century City-based Creative Artists Agency said Wednesday it raised concerns with Meta on behalf of its clients.<\/p>\n \u201cWe call on Meta to make protection the default on Muse Image AI, not the exception, and enable individuals to opt-in if they want to allow usage of their image or likeness for AI content creation,\u201d CAA said in a statement. \u201cArtists deserve to decide if and how their likeness and work is used, with consent and the ability to set their own terms. This means letting creators impose restrictions, monitor usage, and prevent unauthorized endorsements or exploitation.\u201d <\/p>\n Performers union SAG-AFTRA and United Talent Agency were also critical of the rollout.<\/p>\n \u201cAnything other than a clear and conspicuous OPT-IN for these types of uses of Instagram users\u2019 images is unacceptable, and an utter miscalculation of public sentiment regarding the obvious dangers and harms inherent in such use,\u201d the union said in a statement. <\/p>\n UTA said it demands opt-in for the use of likeness, image and intellectual property of its clients on any platform. <\/p>\n \u201cThe use of such property without OPT-IN consent, credit and compensation is exploitation, not innovation,\u201d the Beverly Hills-based talent agency said. <\/p>\n In response, Meta said on Wednesday that users can chose to opt out of having their photos used by Muse Image by changing their settings. <\/p>\n \u201cWe built Muse Image with strong controls and safety guardrails from day one,\u201d Meta said in a statement. \u201cPrivate accounts and those belonging to users under 18 are automatically excluded and adult users with public accounts can opt out with just a couple clicks. We will take action against any content that violates our Community Standards.\u201d<\/p>\n The launch fits a familiar Silicon Valley pattern \u2014 ship products first, ask for forgiveness later. <\/p>\n