Privacy Market: Meta Adds Opt-Out for AI Use of Instagram Content

Meta has launched Muse Image, a generative AI model that lets Instagram users tag public profiles in AI prompts to create images using others' photos, Reels, or audio. For public accounts, this reuse is enabled by default, and users are not notified when their content is used. Instagram users can deactivate the reuse of posts, Reels, and original audio in the app under 'Settings and activity' and 'Sharing and reuse'. The opt-out is not retroactive: already generated images remain. Meta says all Muse Image outputs carry an invisible watermark called Content Seal and filters block harmful content. The company's move is driven by its social graph advantage over OpenAI and Google and supports its advertising business, including Advantage+ ad creative tools. Previously, Meta used external models from Midjourney and Black Forest Labs. Privacy advocates expect European regulators to scrutinize the default opt-out model under GDPR.