Meta’s Muse AI Image Tool Uses Public Instagram Photos by Default

Meta has launched Muse Image, a new AI model that allows users to generate AI content using public Instagram posts and reels, enabled by default. The feature lets users @-mention Instagram accounts to incorporate public photos into AI-generated images for custom invitations, creative concepts, or personalized graphics.

Muse Image, developed by Meta’s Superintelligence Labs, uses advanced reasoning to understand complex prompts and blend multiple photos into high-quality creations. It is being integrated into WhatsApp and Instagram for AI-powered effects in Stories and direct chats. The rollout begins in limited countries.

Users can tag public Instagram accounts to create new reels, posts, or stories that reuse published content, automatically turning it into AI training material. Meta notes that reused content may appear in search engine results. If a user switches from public to private for over 24 hours, new reels using their content are deleted, but existing AI-generated content remains. Users under 18 with public accounts restrict reuse to followers only.

Notifications are not sent when images are remixed with AI, though reuse for remixes, sequences, stickers, and templates still triggers alerts. Users can opt out via Instagram settings under Sharing and reuse, but content created before disabling is not deleted. The feature will expand to Facebook, Messenger, and Meta Advantage+ for advertisers.

This opt-out approach mirrors industry trends, with Google similarly rolling out Search Services History to store media for AI model improvement. Google’s new Personalized Recommendations setting uses profile data and search history to tailor AI responses and feeds.