I can’t count the times that I’ve heard the phrase “AI is inevitable,” but a recent reversal by Instagram’s parent company proves there’s still power in the voices decrying AI. Meta has pulled the controversial tool that enables the new Meta Muse Image generative AI to tag public profiles to use their likeness and style in fake images.
Last week, Meta unveiled its first in-house built image generator called Meta Muse. Among the different features, however, was a tool that enabled users to use an “@” tag on any public account to generate images that looked like that person as well as images that could copy the user’s style.
The tag feature wasn’t live for a week before Meta pulled the plug following backlash over the tool. Critics cited privacy concerns, as the AI could generate fakes that resembled real people using a basic “@” tag.
Much of the public outcry came from the fact that the tool was on by default, and users had to adjust their privacy settings to prevent others from creating images based on their Instagram profile.
As a photographer, I opened Meta Muse last week to see just how dangerous the AI really was – and found that using an “@” tag didn’t just copy someone’s face, but could also copy a specific photographer’s style, all based on their Instagram profile.
Meta’s quick reversal of the tagging feature inside Muse Image hints at the power of the public voice in the AI era. While many have said that AI is inevitable, the outcry following the controversial feature hints that the resistance to AI isn’t just limited to artists who make a living creating what a computer is now trying to imitate.
Meta isn’t pulling the entire Muse Image platform, but it has removed the tagging tool. While the tool’s willingness to take anyone’s likeness was a concern among a wide variety of Instagram users, its willingness to steal a particular style is disconcerting for artists.
While many AI platforms have no issues with generating an image based on an artist’s style, Instagram has long been a social network that artists have used to reach new audiences. Deleting social media accounts to protest the feature would have meant losing a valuable tool for reaching and cultivating new fans.
Meta’s reversal of the tagging feature is only one small win in the age of AI, but the reversal proves that people’s voices still have power – and sharing ethical concerns in the AI era isn’t shouting into an empty void.
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