If you recognize yourself in an Instagram video but don’t remember participating in the activity it shows, chances are you’re not going crazy. A new Meta AI release may make you the star of Instagram posts featuring AI-generated images and videos, whether you like it or not.
Before you and your friends start gathering virtual pitchforks and torches, there is a way to disable the new “feature” in Muse Image, the first artificial intelligence (AI) image-generation model from Meta Superintelligence Labs. The debut included an auto-opt-in for those with public Instagram accounts that will “allow people to use your content on Instagram and with AI features on Meta.” Meta’s Muse Image model allows other Instagrammers to use an @ mention to access any public account’s content. This can then be used to create AI images from the other user’s content for posts and reels. Muse Video, which will allow the generation of AI-created videos, is slated for release in the next few months and will likely include auto-opt-in as well.
Meta AI’s decision to make open access the default setting (and not mention it in press releases) is likely a giant red flag for privacy advocates. Unless you make some changes in your privacy settings and activity (which we will absolutely show you how to do in this article), Muse Image AI generations made from your Instagram photos and videos may end up as the star in someone else’s stories.
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On July 7, 2026, Muse Image was rolled out for the Meta AI app. Intended to compete for dominance in the AI image generation market alongside OpenAI, Google, and Anthropic, it offers 30 new AI-powered effects for use with Instagram Stories and WhatsApp Messenger chats. These include adding images to landmarks and vacation spots, more editing options for pictures and videos, and suggested presets to aid users' creative ventures. Other tools allow users to virtually redecorate a room or add their pet to a famous work of art.
Muse Image, which replaces Meta’s previous collaboration with Midjourney, promises to allow content creators to “personalize” their generations with the AI image model. All those images have to come from somewhere. As part of the release of Muse Image, all holders of public Instagram accounts are open to having their content plucked by other users. Tagging an account in an AI prompt directs Muse Image to take images and use them in content generation.
Under the new default system, account holders won’t receive a notification when their content is used in AI generations, even though they may be notified when another Instagram account directly reuses their media. While you can block Muse Image’s access to your public accounts, doing so won’t delete any images already gathered or AI images already generated from your content. So maybe we’d better get around to showing you how to keep this from getting any worse, no?
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There is, of course, always the option of deleting your Instagram account. But we're not here to give anyone an aneurysm, so if that isn't an option, here's how to keep Muse Image from plucking your images.
NOTE: You must use the Instagram mobile app to access the relevant setting; desktop does not currently show this control.
While it’s a bit hidden, once you have the app downloaded, it’s no major chore to turn access off. Here’s how to do it:
- Open Instagram and tap your profile.
- In the top right corner of your screen, tap the three lines (the menu icon).
- Tap Settings and activity, then scroll down and select Sharing and reuse. (In some versions, you may see “Sharing and reuse” directly under “How others interact with you.”)
- Scroll down to Allow people to reuse your content on Instagram and with AI features at Meta. There are two toggle switches: one for Posts and one for Reels.
- If you want to deny Muse Image access to your content for AI generation, switch them off (slide the toggles to the left).
If you change your mind at some point and want to allow Muse Image or Muse Video (when it’s released), repeat the procedure but turn access back on instead. It might also be a good time to review any changes to the user agreements of other apps you use, especially the free ones. Businesses need to make money to survive, and AI companies are no exception. Take a few minutes to confirm what you are and are not giving up in return.
