Meta Launches Free AI Image Generator Muse Image Across Instagram and WhatsApp

Meta has introduced Muse Image, a new artificial intelligence model for image creation developed by its Meta Superintelligence Labs unit. The tool is accessible via the Meta AI app, Instagram Stories, and WhatsApp, allowing users to generate images, edit existing photos with text commands, and apply new story effects. A key feature enables AI-generated images based on content from public Instagram accounts by tagging users. According to Meta's policy, other users can create content using publicly posted images without notifying the original account owner, though users can disable this option in their account settings. This default use of public images has sparked criticism from users and privacy experts.

Muse Image also offers capabilities common to other image generators, such as creating images from scratch, using preset prompts, changing image styles, removing background objects, and adding new elements. Meta highlights commercial applications including ad creation, interior design visualizations, and integration with services like Facebook Marketplace. The tool is free for daily use, but users exceeding certain limits will need a subscription plan. Concurrently, Meta announced it is developing Muse Video, an AI-powered video creation tool.

The launch of Muse Image is part of Meta's broader strategy to expand its AI product offerings. However, the feature is expected to continue fueling debates about the boundaries of public content use, transparency with users, and the need for clearer control over personal images on social media platforms.