‘Steal your face’: Concerns over Meta’s new AI featureInstagram users are being warned after a controversial new AI feature that lets strangers and advertisers use your face without you knowing.Naomi Kaplan2 min readJuly 10, 2026 - 1:12AMLifestyleDon't miss out on the headlines from Lifestyle. Followed categories will be added to My News.A new Instagram update has sparked widespread concern that strangers could use your public profile to generate AI images of you without you ever knowing.Tech giant Meta is facing global backlash after the launch of “Muse Image”, a new artificial intelligence tool designed to generate and edit images from conversational prompts.The feature allows users to generate hyper-realistic images, edit existing photos, and blend multiple visual references into a single photo. It’s now available through the Meta AI app and web browser, as well as on WhatsApp and in Instagram Stories.But a hidden catch in the rollout has sparked fears over the privacy and safety of its users.Meta’s new Muse Image feature allows users to interact with AI by using text prompts to create hyper-realistic images. Picture: MetaResponding to these safety concerns, a Meta spokesperson told news.com.au that the company built Muse Image with “strong controls and safety guardrails from day one.”The giant confirmed that this feature only pulls from public accounts belonging to users 18 and older, meaning private accounts and teen accounts are automatically excluded.However, according to the tech giant’s help centre, Instagram won’t notify you if someone decides to use your face or personal content to generate an AI image.Many are concerned the new feature could allow anyone to steal their face. Picture: iStockThe process is also irreversible, meaning Meta won’t delete the AI images that have already been created if you later decide to change your account to private.Addressing fears of misuse, the Meta spokesperson clarified that adult users can “opt out with just a couple clicks” and said the giant would “take action against any content that violates our Community Standards.”Meta also confirmed the model uses extensive safety checks to actively block the generation of violent, sexual, or defamatory imagery of real people.Furthermore, every image created will carry an un-editable watermark called Content Seal so anyone can publicly verify whether an image was made by the AI.The launch has so far rolled out across the US for Instagram Stories and limited countries for WhatsApp. Meta is yet to confirm the timeline of the global rollout, including in Australia.On Meta’s website, the feature is being promoted as a fun and quirky way to edit photos. Picture: MetaOn the tech giant’s website, the company announced that Muse Image acts as a “creative partner” that “knows your world,” making it easy to turn ideas into high-quality visuals to share directly to a feed, story, or chat.Meta also noted that “images are just the beginning,” with a new tool called Muse Video already in development.“Meta is building entirely new ways for you to bring your ideas to life, getting one step closer to personal superintelligence,” the announcement read.But it’s being labelled as creepy and controversial because it places the onus on the user to ‘opt out’. Picture: iStockUsers wishing to proactively protect their photos can do so by turning off the data-sharing setting now.How to turn off data-sharing on Instagram:• Open your Instagram profile and tap the three lines in the top right corner.• Inside ‘Settings and Activity’, tap on sharing and reuse.• Scroll down to the section labelled “Allow people to reuse your content on Instagram and with AI features at Meta”.• Toggle off the switches for both Posts and Reels.More Coverage‘Incred’ Aussie stuns in tiny bikiniEleanor WicklundGen X travel habit millennials no longer doNaomi KaplanOriginally published as ‘Steal your face’: Concerns over Meta’s new AI featureJoin the conversationAdd your comment to this storyTo join the conversation, please log in. Don't have an account? 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