Instagram's new AI tool can use public posts to create new content – and privacy experts are raising concerns.
Meta has unveiled its new AI tool, "Muse Image." The feature allows users to generate images using posts from public Instagram profiles as prompts. To create new content, the AI can draw from publicly available photos, Reels, and even profile pictures. What has sparked criticism, however, is the default setting: all public accounts belonging to adult users are automatically included.
According to Meta, the feature only applies to public profiles owned by adults. Private accounts and profiles belonging to minors are excluded. Privacy advocates argue, however, that adults frequently post photos featuring children, relatives, and friends who never agreed to have their images used in this way.
Why Experts Are Warning Users About Instagram's New AI Feature
The AI can use public posts without requiring users to actively opt in. Many critics see this as a serious privacy concern. Users are not notified when their content is used, and even if they later disable the feature, any AI-generated content that already exists will remain available.
Meta's approach follows a classic opt-out model, meaning users are automatically enrolled unless they manually disable the feature. Privacy experts have criticized this system for years and warn that it could contribute to problems such as deepfakes, cybercrime, and identity theft.
The Feature Affects Everyone – Not Just Influencers
Families sharing holiday photos, birthday celebrations, or pictures from a child's first day of school may be particularly affected. The growing risks associated with AI and deepfake technology already raise concerns, and tools like Muse Image could amplify those problems.
Grandparents proudly posting photos of their grandchildren may not even be aware that the feature exists, potentially exposing family members to additional risks without realizing it.
This concern extends even to children who do not have Instagram accounts of their own or whose profiles are technically excluded because they are underage.
Most people upload photos simply to preserve memories or share moments with friends and family. Very few users think about artificial intelligence when posting online, and even fewer expect their pictures to become source material for strangers creating new content. The real issue is therefore not any single image, but rather the question of who may gain access to it in the future.
How Users Can Protect Their Photos
The easiest way to avoid the feature is to switch your Instagram account to private. Experts also recommend reviewing the platform's settings and disabling the options under "Sharing and Reuse" that allow posts and Reels to be used by Meta's AI tools.
As a general rule, photos of children should be shared sparingly. Consider whether an image should be made publicly accessible indefinitely.
Privacy advocates also encourage people to revisit older posts. Many of those photos were uploaded long before anyone imagined they could one day serve as training material or inspiration for AI-generated content.
This debate is not about never posting photos again. Rather, experts argue that users should become more mindful of what they share online. AI is fundamentally changing the way people think about privacy, and Instagram is no longer just a platform for sharing memories and staying connected.
The question is no longer: Can AI use my photos? The more important question has become: Which photos do I actually want to make available to AI and to the public?
What do you think about Meta's newest feature? Let us know in the comments.
