On July 10, 2026, SAG-AFTRA urged Instagram users to protect their likenesses as Meta's new Muse Image model allows AI to utilize public photos without user consent. This new feature has raised significant concerns regarding privacy and image rights.
Understanding Meta's New AI Image Generation Tool
The Muse Image model integrated into Instagram enables anyone to generate images using the likeness of public account holders. According to SAG-AFTRA, "All someone has to do is tag your account’s profile in a prompt — if it’s public — and they can use Meta AI to generate an image using your likeness." This functionality has sparked a strong reaction from the entertainment union.
SAG-AFTRA has called upon its members and all users to actively opt out of this tool to safeguard their images. The organization stated, "Meta now lets anyone use your Instagram photos in AI images without your consent." This represents a significant shift in how personal images can be used in digital spaces.
Why Opting Out is Crucial for Users
With the rise of AI technologies, the implications for user privacy have become more pressing. The ability for AI to generate content based on personal images raises ethical concerns about consent and ownership. SAG-AFTRA emphasized the need for users to take immediate action to protect their likeness and intellectual property.
