Meta just pulled the plug on a controversial AI feature that let users modify photos from public Instagram accounts—without notifying the account owners. The tool, part of a larger AI update this week with the new Muse Image generator, let people generate images by @-mentioning any public account. Predictably, users and talent agencies like CAA were furious, as the feature could easily be abused for creating non-consensual deepfakes. Meta admitted the feature “missed the mark” and removed it barely days after launch. The company had already released guides for users to opt out, but the backlash was immediate and loud enough to force a reversal. This is yet another example of Silicon Valley rushing AI tools to market without thinking through ethical guardrails. Why it matters: Meta’s misstep shows that even tech giants are struggling to balance creative AI features with basic user consent—a tension that will only intensify as generative AI becomes more widespread.