Meta’s Must Image tool, which launched last Tuesday, is now being shuttered by the company, according to Reuters.

The social media giant released a statement on Friday announcing it would discontinue the feature: “Our intent was to provide a useful creative tool and to give people control over whether their public ​content could be referenced in this way. We’ve ​heard the feedback that this feature missed the mark, so ⁠it’s no longer available.”

Meta launched Muse Image as part of a suite of new AI tools. Designed for Instagram and WhatsApp users, it lets them touch up, alter, or add 3D effects to new photos. Muse Image took things a step further, allowing users to use photos from public-facing Instagram accounts as reference material for generative AI. Worse still, they enabled the feature by default, so if you didn’t want your personal photos being used as AI fodder, you had to either make your account private or locate the specific setting that would toggle the feature off.

Unsurprisingly, the backlash came hard and fast. 

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But it was actors and other famous people with massive followings and public accounts who led the charge. Hacks star Hannah Einbinder took to her Instagram stories to urge her followers not to use the feature, prompting the Screen Actors Guild to take action as well, urging its members to “protect your likeness” by deactivating it. To its credit, though, this time around Meta listened.

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There’s no shortage of controversy regarding generative AI and copyright issues, whether we’re talking about companies asking child actors to sign away their voice rights or major record labels suing music generators over creative use, but leave it to Meta to carelessly trip every wire and provoke a backlash so severe that they were immediately forced to back down.

Expect more heated battles over image rights, privacy, and generative AI as these tools only become more powerful and more ubiquitous, but in the meantime, let’s all be glad that Meta was receptive to the negative feedback.