July 10 (Reuters) - Meta said on Friday it is

discontinuing an AI feature launched this week that allowed

users to generate images using public Instagram accounts, after

drawing widespread criticism over privacy concerns, including

from a Hollywood union.

"Our intent was to provide a useful creative tool and to

give people control over whether their public content could be

referenced in this way," Meta said in a statement.

"We've heard the feedback that this feature missed the mark,

so it's no longer available," it said.

Meta, owner of Facebook and Instagram, had launched Muse

Image on Tuesday, its first image-generation model from Meta

Superintelligence Labs. The feature, integrated into its Meta AI

chatbot, can use photos as input and lets users edit generated

images directly through sketches.

The feature soon faced backlash over privacy concerns and

being an automatic opt-in for users.

Emmy-winning actor Hannah Einbinder, known for "Hacks,"

criticized the feature on Instagram, saying it had been turned

on automatically and urging users to turn it off.

SAG-AFTRA, the union representing actors and other media

professionals, also urged members and other Instagram users on

Thursday to opt out of the feature.

"Anything other than a clear and conspicuous opt-in for

these types of uses of Instagram users' images is unacceptable,

and an utter miscalculation of public sentiment regarding the

obvious dangers and harms inherent in such use," SAG-AFTRA said.

Following Meta's decision to remove the feature, SAG-AFTRA

welcomed the move.

"With the dangers of nonconsensual digital replicas well

known to all, a feature that encouraged that behavior is unwise.

We appreciate its discontinuance. It is the responsible thing to

do," a union spokesperson said.

The reversal reflects increasing pressure on technology

companies to give users clear control over how their publicly

shared content is used by AI features.