Meta is rolling out a new feature that allows users to use public posts and Reels on Instagram to generate AI content, and it’s enabled by default.
If you have an Instagram account that isn’t set to private, there is a setting that allows anyone to generate content on Meta AI using your images and videos. The option was added to support Meta’s new image generation model, Muse Image. Muse Image is deployed on Instagram, WhatsApp and Meta AI, and pulls images from an Instagram account with just an @ mention. From Meta’s description of Muse Image:
You can also @mention Instagram accounts in the Meta AI app to embed specific Instagram profiles directly into your images. Whether you want to design a personalized event invitation, simulate a collaborative creative concept, or generate a custom graphic, tagging a username allows Meta AI to use public photos to create a post-ready visual.
An Instagram help page explains that content from public Instagram accounts can be used to create content with AI features, and that you won’t receive a notification if someone uses your content to create an AI image.
If your account is public: Anyone on Instagram can reuse some or all of your shared Reels, video streams, and photos after reuse becomes available. Reels, video streams and photos can be reused in features like remix, sequence, templates and stickers. Additionally, people may be able to create content with your Instagram content using Meta’s AI features.
Meta enables all public Instagram accounts by default, but there is an option to disable AI permissions. In the Instagram app settings, scroll down to Sharing & Reuse, then turn off “Posts” and “Reels” under “Allow people to create and reuse your content on Instagram and with AI features on Meta”.
Turn this setting off now if you don’t want people using your content to create AI images, because AI content created before you turned it off isn’t deleted. Muse Image is still rolling out, as is the toggle to disable the use of AI. You may not immediately see the unsubscribe option. Private Instagram profiles are not included in Muse Image.
Meta plans to soon expand Muse Image to Facebook and Messenger, and allow advertisers and agencies to use Muse Image to create content in the coming weeks. Meta is also working on a Muse Video feature.
