Meta’s new AI image generation tool raises alarm in Hollywood
Wendy Lee
Thu, July 9, 2026 at 3:30 PM GMT+5:30
4 min read
Influencers under Kyle Hjelmeseth’s talent management firm build their Instagram presence on lived experience. Their control over that image and likeness got shakier Tuesday when Instagram’s parent company Meta rolled out Muse Image — a tool that lets people take publicly posted Instagram photos and use AI to generate new images from them
Many accounts were opted in by default, making their public photos available to the tool and setting off alarm in the entertainment industry
“I just think it’s wrong again to expect people to opt themselves out of something that literally has been proven to be able to create harm,” said Hjelmeseth, chief executive of influencer talent management firm G&B
Major talent agency CAA said it raised concerns with Meta on behalf of its clients
“We call on Meta to make protection the default on Muse Image AI, not the exception, and enable individuals to opt-in if they want to allow usage of their image or likeness for AI content creation,” CAA said in a statement. “Artists deserve to decide if and how their likeness and work is used, with consent and the ability to set their own terms. This means letting creators impose restrictions, monitor usage, and prevent unauthorized endorsements or exploitation.”
“CAA believes in the power of new technology, but not at the cost of individuals’ rights or livelihoods,” the agency said. “The future of creativity depends on respecting the ownership and autonomy of those who make it possible.”
SAG-AFTRA was also critical of the roll out
“Anything other than a clear and conspicuous OPT-IN for these types of uses of Instagram users’ images is unacceptable, and an utter miscalculation of public sentiment regarding the obvious dangers and harms inherent in such use,” the performers’ union said in a statement
Hollywood has long been wary about AI, after a string of deepfakes — videos or images depicting celebrities doing or saying things they never authorized. Jamie Lee Curtis and others have appeared in ads for products they never endorsed. Last year, OpenAI’s Sora 2 video tool drew outrage in Hollywood after users conjured up dead celebrities without their estates’ consent. OpenAI later said it would give rights holders more granular controls
Meta, in a blog post, described Muse Image as a “creative partner that knows your world, making it easy to turn your ideas into high-quality visuals you can download and share anywhere.” In a promotional video, the company showed examples like adding a friend into a band photo or conceptualizing furniture for a garage. Meta said the AI-generated images are watermarked and users can report problematic ones
