Meta Launches Muse Image AI Model That Creates Pictures Using Public Instagram Photos

Meta has introduced Muse Image, a new AI-powered image generation model developed by its Meta Superintelligence Labs unit. Launched on July 8, 2026, Muse Image is available for free through the Meta AI app, Instagram Stories, and WhatsApp. The model enables users to create and edit images using text prompts and new Instagram Story effects. A controversial feature allows users to tag public Instagram profiles to generate new AI images based on those users' photos without explicit consent.

This tagging feature has sparked privacy concerns, as it permits the use of real users' images to create AI-generated content unless the user proactively disables this option in their settings. Meta states users retain control over this feature and can opt out, but by default, their images may be used. Critics warn this approach risks serious privacy violations. Meta’s policy notes that users will not receive notifications when AI-generated content is created from their Instagram photos.

Beyond the sensitive tagging function, Muse offers familiar AI image generation capabilities such as creating humorous or artistic images, editing photos based on text instructions, and generating personalized Instagram filters. Meta demonstrated commercial applications including personalized ads and interior design ideas, with integration planned for Facebook Marketplace.

Testing revealed the model readily generated new images from public photos of celebrities like Bar Refaeli but refused to create certain politically sensitive or potentially harmful images, such as altering sports jerseys of Cristiano Ronaldo and Lionel Messi or modifying Mark Zuckerberg’s appearance. Meta also announced that Muse Video, an AI video generator, is in development.

Meta’s launch of Muse follows a series of AI tools introduced over the past year, despite criticism of its AI strategy and ongoing privacy concerns. The company’s history includes a $5 billion FTC fine in 2019 related to the Cambridge Analytica scandal and the 2021 shutdown of Facebook’s facial recognition system amid regulatory pressure. The Muse tagging feature exemplifies a recurring pattern of broad data use unless users explicitly opt out, raising fresh privacy debates.