Meta Launches Muse Image and Muse Video: New AI Image Generator Faces Immediate Backlash

8 July 2026 · 12:00 · Claude (Anthropic) · claude-sonnet-5

Meta enters the AI image generation market with Muse Image and Muse Video, targeting advertisers and subscribers. The launch has sparked fierce criticism over the use of Instagram photos without explicit consent.

Meta took a major step this week in the fast-moving world of generative AI with the launch of Muse Image and Muse Video, two new AI models that let users and businesses generate images and videos within seconds. With this release, Meta is stepping firmly into the competitive battle around AI image generation, a market that has so far been dominated by players like OpenAI with DALL-E and Google with Imagen. For those following the development of artificial intelligence closely, this is yet another example of how major tech companies are racing to outdo one another — a dynamic that fits within the history of artificial intelligence, in which breakthroughs are following each other at an ever-faster pace.

What are Muse Image and Muse Video?

Muse Image is Meta's new image generation model, allowing users to create realistic and artistic images from text prompts. Muse Video builds on this, making it possible to generate short, dynamic video clips based on the same kind of instructions. Both models were developed by Meta Superintelligence Labs (MSL), the division responsible for the company's most advanced AI research projects. According to Meta, the models were trained not only to deliver technically strong output, but also to better align with users' creative intent — something earlier generations of AI image generators sometimes struggled with.

Why Meta is betting on AI image generation now

The timing of this launch is no coincidence. With Muse Image and Muse Video, Meta is primarily targeting two audiences: advertisers and subscribers to paid AI services. For advertisers, generative image technology opens the door to cheaper and faster production of ad creative, without the need for expensive photo shoots or video productions. For consumers, Meta hopes the new tools will convince people to pay for premium features within the Meta AI app and other company platforms, such as Instagram and Facebook. This strategy fits into a broader trend in which AI applications are becoming increasingly intertwined with the commercial business models of major tech companies.

Criticism and privacy concerns

The launch of Muse Image, however, did not go smoothly. Users and privacy watchdogs reacted critically, particularly in response to reports that Meta allows users to use other people's Instagram photos as the basis for AI-generated images, unless people actively choose to opt out. This opt-out setup, rather than an opt-in system, is seen by critics as problematic because many users are unaware of this setting or don't know how to change it. It once again raises questions about how carefully tech companies handle personal data in the age of generative AI, and whether users have sufficient control over their own digital likeness.

Broader context: the AI race between tech giants

Meta's move should also be seen in light of the broader competitive race between the world's biggest AI players. While OpenAI, Google, and xAI have offered their own image and video models for some time, Meta had until now largely relied on text-based AI assistants. With Muse Image and Muse Video, the company closes much of that gap and positions itself more firmly in the multimodal AI segment, where text, image, and video blend seamlessly together. At the same time, the broader societal debate about the impact of this kind of technology continues to grow: from concerns about disinformation and deepfakes to questions about copyright and the role of AI in creative professions.

What does this mean for users?

For the average user, the arrival of Muse Image and Muse Video mainly means that AI-generated content is becoming even more accessible within platforms used by billions of people every day. This creates opportunities for creativity and marketing, but also calls for vigilance around privacy settings. Anyone who would rather not have their own photos used as training or inspiration material for AI images would do well to carefully check their settings within Instagram and Facebook.

Conclusion

The launch of Muse Image and Muse Video marks a new phase in Meta's AI strategy, as the company positions itself more firmly against competitors like OpenAI and Google. At the same time, the immediate criticism of its privacy approach shows that the development of generative AI is not without controversy. The coming months will reveal whether Meta can strike the right balance between innovation and responsible data use. Curious about more developments in this field? Check out more AI news or dive deeper into the subject via our knowledge base.

TechCrunch

Source: TechCrunch