Meta has taken down a controversial AI feature on Instagram following negative feedback from users. The company announced the removal in a blog post, stating that the tool was intended to give people control over whether their public content could be referenced by the AI.

In the post, Meta said, “Our intent was to provide a useful creative tool and to give people control over whether their public content could be referenced in this way.” The statement highlights the original goal of offering creators a way to manage how their work is used by automated systems.

Creator reactions centered on concerns about losing control over how their public posts might be incorporated into AI-generated content. Many expressed worry that the feature could undermine their ability to protect their intellectual property and affect the authenticity of their creative output. The backlash prompted Meta to reassess the tool’s impact on the creator community.

As a result, the feature is no longer accessible on Instagram. Creators who relied on it for certain workflows will need to adjust, using existing platform tools or third‑party solutions to manage content referencing and reuse.

Meta acknowledged that the feature “missed the mark” and said it has heard the feedback from the community. The company indicated it will consider creator input when developing any future tools related to AI and content control.

For creators, the removal serves as a reminder to stay informed about platform updates and to voice concerns early when new features affect content rights. Monitoring official channels and participating in community discussions can help shape tools that better align with creator needs.