Meta has rolled back a controversial feature of its Muse AI image generation tool after facing criticism over user privacy.

According to a Meta blog update published on July 10, the company has removed the feature that allowed users to create AI-generated images by referencing public Instagram accounts.

The feature, announced earlier this week, let users generate images in Meta AI by public Instagram accounts they wanted to use as a reference.

Meta said the tool was designed to make AI image creation more creative and personalised while giving people control over their public content.

However, the company said user feedback showed the feature ‘missed the mark’, prompting it to discontinue the option.

The rollback comes even as Meta continues to expand its AI features on Instagram. The company recently introduced more than 30 AI-powered effects for Instagram Stories, powered by Muse Image, its first AI image generation model developed by Meta Superintelligence Labs.

These features are currently available only to users in the United States.Meta said it remains committed to building AI tools that support creativity while ensuring users have greater control over how their content is used.

The company added that it will continue introducing new AI features along with stronger privacy controls in future updates.