What control do users have over their digital identity?

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Users can control Muse Image access mainly by switching their Instagram visibility or toggling an AI reuse setting, but limits remain for audio, text, and comments

Meta’s Muse Image lets users generate new AI visuals using photos from public Instagram accounts, and adult users were automatically opted in without prior notification. Users can reduce image reuse by making their Instagram profile private or by turning off an Instagram setting named “Allow people to reuse your content on Instagram and with AI features” under Settings > Share and Reuse. However, Meta says users cannot currently stop their audio, text, and comments from being reused by Meta’s AI.
Opt-out controls for photos: private accounts and a specific toggle
The quickest way to prevent Muse Image from using published photos is to set an Instagram profile to Private, which automatically excludes private accounts from the feature. For users who keep accounts public, Instagram provides a manual control under Settings > Share and Reuse, where “Allow people to reuse your content on Instagram and with AI features” can be toggled Off. Meta’s documentation also states the AI can pull from “part or all of your published photos,” making the visibility and reuse controls central to what can be used.
Automatic exclusions: minors and teen protections
Two built-in safeguards affect who is covered by Muse Image image reuse. Users under 18 are automatically excluded from having their images used for AI generation. Teen users are also barred from using the feature to generate images of other people, limiting how teens can participate in image generation involving others.
What users cannot control: audio, text, and comments reuse
While the feature includes controls tied to Instagram reuse and AI settings, Meta states that users cannot currently stop their audio, text, and comments from being reused by the company’s AI. This means digital identity elements beyond images—specifically audio, text, and comments—are not fully controllable through the same opt-out mechanisms described for photos.
How this differs from other AI tools’ consent approach
Meta’s “opt-out” approach differs from other industry tools that required users to opt in before likeness could be used. OpenAI’s video generator Sora is cited as an example of a system that required opt-in for use of likeness, while Muse Image starts from automatic inclusion for adults with public Instagram accounts. Meta’s rollout is also described as part of broader AI integration across its ecosystem, including Facebook, WhatsApp, and Threads, alongside “AI characters” and an upcoming Muse Video feature.

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What control do users have over their digital identity?

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