SAG-AFTRA urges members to opt out as Meta faces backlash over new AI Instagram feature

SAG-AFTRA has criticised Meta's latest artificial intelligence tool, warning performers and creators to protect their likenesses after the company introduced a feature allowing public Instagram photos to be used in AI-generated images unless users actively opt out.

The actors' union issued fresh guidance to members following the rollout of Muse Image, Meta's new AI image-generation model. Under the feature, users can create AI-generated images based on the public Instagram photos of other adults by tagging their account, unless the account holder has disabled the setting or made their profile private.

In a statement, SAG-AFTRA said the system places an unfair burden on users by making participation the default rather than requiring consent first.

"The burden should not be on individuals to opt out. Consent should come first," the union said, urging members to review their Instagram privacy settings immediately.

The union recommended that performers disable Meta's AI sharing option to prevent their images from being used in AI-generated content. The setting can be found within Instagram's "Sharing and reuse" menu, where users can turn off the option allowing their posts and reels to be used with Meta's AI features. Already-generated AI images, however, are not removed after opting out.

SAG-AFTRA is not alone in its criticism. Hollywood talent agency Creative Artists Agency (CAA), which represents stars including Tom Cruise, Zendaya and Brad Pitt, has also condemned Meta's opt-out approach, arguing that names, images, voices and creative work should never be used by AI systems without explicit permission.

Meta has defended the feature, saying Muse Image includes safeguards designed to prevent users from generating violent, sexually explicit or defamatory images of real people. The company maintains that the tool is intended to help users create personalised content while offering controls for those who do not wish to participate.

The dispute is the latest chapter in Hollywood's ongoing battle over AI and performers' rights. SAG-AFTRA has made digital replicas and consent a central issue in recent labour negotiations, arguing that actors and creators should retain control over how their likenesses are used by emerging technologies.

As AI-generated content becomes increasingly integrated into social media platforms, the controversy surrounding Meta's new feature has reignited wider questions about privacy, consent and ownership in the digital age. For now, unions and industry leaders are calling on Meta to replace its opt-out system with an opt-in model, ensuring users explicitly agree before their public Instagram photos can be transformed into AI-generated images.