Meta has discontinued its newly launched AI image feature just days after its debut following widespread criticism over privacy and user consent. The company announced the decision on Friday after the tool sparked concerns from users, privacy advocates, and entertainment industry representatives.

In a statement, Meta said the feature was designed to offer users a creative way to generate AI images while giving them control over whether their public Instagram content could be used. However, the company acknowledged the negative response, saying it had "missed the mark" and confirmed the feature has been removed.

The feature, known as Muse Image, was introduced earlier this week as part of Meta's AI chatbot. Built using Meta Superintelligence Labs' image-generation technology, it allowed users to create and edit AI-generated images using photos from public Instagram accounts.

Criticism quickly followed the launch after users discovered the feature was enabled by default, raising concerns that public images could be used without explicit permission. Many argued that users should have been required to actively opt in rather than being enrolled automatically.

Actor Hannah Einbinder, best known for the Emmy-winning comedy series Hacks, publicly criticized the feature on Instagram and encouraged users to disable it. The entertainment union SAG-AFTRA also urged Instagram users to opt out, arguing that any AI feature using personal images should require clear and informed consent.

After Meta announced the feature's removal, SAG-AFTRA welcomed the decision, saying the risks associated with non-consensual digital replicas made the tool inappropriate. The union described discontinuing the feature as a responsible step.

The episode highlights the growing pressure on major technology companies to provide greater transparency and stronger user controls as AI-powered tools become increasingly integrated into social media platforms.