Meta has rolled out its new image generation AI model, Muse Image, but within days of launch a privacy backlash forced the company to pull back one of its key features. The model is the first image generation model to come out of Meta Superintelligence Labs and is currently available inside Meta AI.
What Muse Image can do
According to Meta, Muse Image can understand instructions given in plain, natural language and use them to generate high quality images, as well as edit existing photos. The company says the model can combine multiple images together to create an entirely new picture, remove an unwanted object or person from the background, and place a user's photo in a new setting such as a historical location. It can also generate clear, readable text inside an image, something that has traditionally been a weak spot for AI image tools. Meta says Muse Image relies on advanced reasoning, which helps it understand complex and layered instructions more accurately.
New AI effects and image generation on WhatsApp
Alongside the launch, Meta AI has added more than 30 new AI effects that can be used in Instagram Stories. Separately, image generation during chats with Meta AI on WhatsApp has also been switched on, though for now it is limited to a select set of countries. The company says the feature will be expanded to more countries over time.
What the Presets feature offers
Muse Image also comes with a Presets feature that lets users restore an old or faded photo with a single tap, try out a new hairstyle, or transform themselves into different creative styles. Users can also upload a photo of their room and use AI to see how the same space could look with a new interior design.
The privacy backlash
After launch, the feature triggered a privacy and consent controversy in India and several other countries. In its initial version, anyone could tag a public Instagram account using an @-mention and use that account's photos as a reference to generate an AI image, meaning a person's public photos could be used to create new AI images without their direct permission. This drew widespread criticism on social media, with a large number of users in India questioning how public photos could be used without explicit consent. The matter escalated to the point where the central government said it would examine the feature.
Meta forced to withdraw the feature
Facing mounting backlash and privacy concerns, Meta itself acknowledged that the feature had not lived up to people's expectations. Within just a few days of launch, the company announced it was completely withdrawing the ability to @-mention a public Instagram account to generate AI images.
Pricing and what comes next
According to the company, Muse Image is currently free for general use, but heavier usage will be part of Meta's subscription plans. Going forward, the feature will also be rolled out on Facebook Advantage and the Advantage+ Creative advertising platform. Meta is also working on Muse Video, which will bring AI based video generation in the future.
