Protested by Users, Meta Removes AI Feature that Can Create Deepfakes on Instagram

Meta has removed an Instagram AI feature that allows users to include others in artificially created images. The feature was withdrawn after harvesting protests because public accounts can be automatically used without the owner's active consent.

CNET reported Wednesday, July 15, that Meta announced the discontinuation of the feature on Friday through an update on the company's blog.

"We've heard feedback that this feature is not well-targeted, so it's no longer available," Meta wrote.

The feature was introduced a week earlier along with Meta's latest AI model to create images on Instagram. Users can tag a public account, then insert a person from that account into a realistic-looking AI image.

This ability can be used to create deepfakes. The term refers to AI-generated images, videos, or voices that are made to resemble real people.

Meta actually provides two ways for account owners to reject the use of this feature. However, many users protested the company's decision to activate it automatically from the start.

Account owners must opt out if they do not want their face or appearance to be used in AI images.

The American actor's union SAG-AFTRA welcomed the removal of the feature. The organization has long pushed for the protection of artists' faces, voices, and appearances from the use of AI without consent.

"The dangers of digital impersonation without consent are widely known. The feature that encourages such behavior is an unwise move. We appreciate its discontinuation. It was a responsible decision," SAG-AFTRA said.

AI image and video models are now able to produce content that is increasingly difficult to distinguish from the original footage with the naked eye.

Technology companies are trying to address this through digital markers inserted into AI-generated content as well as clearer labels.

However, watermarks and labels have not always made AI content easy to recognize. AI image creation and editing tools that are still available on Instagram are also considered to be able to enlarge the problem.

Meta is only removing the ability to tag public accounts and include the person in the image. Other AI image creation and editing features can still be used.