Meta has disabled a newly launched Instagram feature that allowed users to generate AI-generated images using content from public accounts simply by tagging them. The tool, introduced earlier this week, drew immediate criticism from creators, privacy advocates, and public figures concerned about unauthorized use of likenesses in AI-generated content.

According to The Verge, the feature—part of Meta’s broader AI integration push—enabled users to produce synthetic images based on public profile content, raising fears of non-consensual deepfakes and misuse. Although Meta positioned the tool as a creative experiment, the lack of opt-in controls or clear safeguards triggered widespread backlash across creator communities.

In response, Meta confirmed it is turning off the functionality effective immediately. The company did not announce a timeline for potential revisions or relaunch, but emphasized its commitment to responsible AI development. Creators who relied on the tool for content ideation or experimentation will need to seek alternatives.

This move underscores the growing tension between generative AI innovation and ethical boundaries on social platforms. For influencers, brands, and digital artists, the incident highlights the importance of platform transparency and user consent when deploying AI features that manipulate personal or public content.

Meta says it will continue evaluating user feedback as it refines its AI offerings, but for now, the deepfake-capable tool remains offline. Creators are advised to monitor official channels for updates on future AI tools that prioritize consent and control.