Meta recently introduced Muse Image, an artificial intelligence (AI) model integrated into Instagram, WhatsApp, and its Meta AI chatbot, enabling users to generate new images by tagging public Instagram accounts.
By default, all public accounts were opted in, meaning anyone could reuse photos, reels, or videos for AI creations without notifying the original poster.
This automatic opt‑in triggered widespread criticism, which risks tied to non‑consensual digital replicas. Within days, Meta suspended the feature, acknowledging that it “missed the mark” on public sentiment.
AI vs. Consent
The primary drawback of the rollout is the issue with consent.
Users were not asked to explicitly opt in, raising concerns about exploitation of personal content. Risks include misuse of images for deepfakes, reputational harm, and potential commercial exploitation without compensation.
The lack of notification when content was reused further eroded trust, as individuals could not track how their data was being leveraged.
Past controversies, such as Clearview AI’s scraping of social media photos for facial recognition, illustrate how unchecked AI use can spiral into violations of privacy and dignity.
How Instagram Users Can Act Next
Instagram provides settings under Sharing and Reuse where users can toggle off permissions for posts and reels.
Switching accounts to private also prevents inclusion in AI features.
However, content already reused before opting out remains available, underscoring the importance of proactive privacy management.
The National Privacy Commission (NPC) in the Philippines has advised users to regularly review platform settings and exercise their rights under the Data Privacy Act of 2012, which requires explicit consent for data processing.
Similar Platform Models
Meta is not alone. TikTok has experimented with AI‑driven remix tools, while Snapchat’s My AI integrates generative features into chats.
Google and OpenAI are embedding generative AI into search and productivity tools, raising similar questions about how user data is harvested and reused.
Each rollout has faced scrutiny, with regulators questioning whether platforms adequately inform users about how their data is used.
AI is Meant to Assist, Not Violate
AI offers creative opportunities, enabling personalized graphics, collaborative design, and even medical breakthroughs.
Yet it also acts as a privacy hacker, capable of repurposing personal data without consent. Its double-edged sword sharpens the challenge of balancing innovation with ethical safeguards in the digital age.
The same algorithms that can generate art or detect fraud can also be weaponized to create deepfakes or manipulate identities.
Managing AI and AI Misuse
The controversy around Meta’s Muse Image is part of a broader pattern of AI violations across social media and digital platforms, both internationally and locally. These cases illustrate how quickly innovation can cross into exploitation when consent and transparency are overlooked.
Internationally, one of the most prominent examples is Clearview AI, which scraped billions of images from Facebook, Instagram, and other platforms to build a facial recognition database without user consent.
This triggered lawsuits in the United States and regulatory action in Europe, where data protection authorities ruled the practice unlawful under the GDPR.
Similarly, in China, reports have surfaced of AI systems being used to monitor citizens’ social media activity, raising concerns about surveillance and human rights.
Closer to home, the Philippines has also seen rising concerns. The National Privacy Commission (NPC) has investigated cases where AI‑powered chatbots and analytics tools were found to be processing personal data without adequate disclosure.
In 2025, the NPC issued guidance warning that AI systems used in marketing and customer engagement must comply with the Data Privacy Act of 2012, particularly the requirement for explicit consent.
Filipino users have also raised alarms over deepfake videos circulating on Facebook and TikTok, some of which were used to spread disinformation during local elections.
Other global incidents highlight the risks of AI misuse in social media. In 2023, Snapchat’s My AI chatbot faced criticism after users discovered it could generate inappropriate content for minors.
TikTok has also been scrutinized for experimenting with AI remix tools that could repurpose user videos without clear consent. Even Reddit faced backlash when it licensed user posts to train AI models, sparking debates about ownership of online content.
These growing cases builds a common theme: AI thrives on data, but platforms often fail to secure meaningful consent from users before repurposing their content.
The violations range from scraping and surveillance to deepfakes and unauthorized commercial use, each eroding public trust in digital platforms.
For the Philippines, the lesson is clear: as AI adoption accelerates, regulators like the NPC and BSP must ensure that ethical boundaries are enforced. Without strong safeguards, the same technology that powers innovation can easily become a tool for exploitation.
This is why the public backlash against Meta resonates so strongly—it reflects a global demand for accountability and a recognition that AI must be tamed before it undermines the very trust it seeks to build.
To combat this, effective regulation is key.
Governments are considering frameworks requiring explicit consent, transparency in AI training data, and accountability for misuse.
The EU’s AI Act sets strict rules on high‑risk AI systems, while U.S. states like California have expanded privacy laws to cover AI.
In the Philippines, the NPC has emphasized the need for safeguards in AI adoption, urging platforms to respect consent and transparency. These frameworks aim to tame AI by ensuring innovation does not come at the expense of user rights.
Digital Finance’s Good Use Case of AI
In finance, AI has been proven to be largely beneficial.
It powers fraud detection, anomaly monitoring, and personalized financial services.
Unlike social media, where AI can exploit personal content, financial institutions deploy AI to protect users, ensuring compliance with Bangko Sentral ng Pilipinas (BSP) and Anti-Money Laundering Council (AMLC) regulations.
AI models monitor transaction patterns, flag suspicious activity, and enhance cybersecurity, making digital finance safer and more efficient.
Banks in the Philippines use AI to monitor suspicious transactions, detect fraud patterns, and enhance cybersecurity.
BSP encourages risk-based AI adoption under strict compliance frameworks, ensuring that innovation strengthens trust rather than undermines it.
For example, AI‑powered anomaly detection systems help banks identify unusual fund transfers, protecting customers from fraud. This demonstrates how AI, when regulated and responsibly deployed, can be a force for good.
DOPAY is your Secure AI-Powered Wallet
As a BSP‑licensed Electronic Money Issuer (EMI) and Virtual Asset Service Provider (VASP), DOPAY integrates advanced AI‑powered compliance tools into its QR‑based e‑wallet and crypto wallet.
We know how innovation is as important as regulation, that’s why DOPAY demonstrates how AI can be a trusted ally in digital finance, empowering Filipinos to transact confidently in a rapidly evolving digital economy.
Not just that, with DOPAY’s Refer & Earn program, Filipinos can unlock new doors for earning possibilities with every successful referral.
Download the DOPAY app today!
