What Meta announced
Meta unveiled Muse Image and Muse Video, the first generative AI image and video models from its Meta Superintelligence Labs division, available for free in Instagram Stories and WhatsApp. The launch competes head-on with OpenAI's and Google's visual tools, embedded in the platforms where brands and companies already operate.
The trap
The problem is how Meta implemented it: the feature ships enabled by default. That means anyone can tag your handle in Meta AI and generate images using your public photos without prior consent and without any notification. To turn it off, you have to opt out manually in Instagram's settings.
For marketing and communications teams, the opportunity is real — but before adding these tools to the workflow, it's essential to review the privacy and image-use implications, both for the brand and its people.
The Qualis view
A free, powerful tool switched on "by default" is exactly the kind of decision to review before adopting, not after. The creative opportunity doesn't waive the due diligence: what data is exposed, which images can be used, and who is left exposed. Bringing generative AI into a brand's operation demands a clear privacy and consent policy from day one — not as a brake, but as the condition for doing it well.