CAA Calls BS On Meta’s AI Image Generator; Zuckerberg Pushes Back On Muse Privacy Worries

CAA are getting pretty meta about the implications and intentions of Meta’s new Muse Image.

Essentially, the Zoe Saldaña, Tom Cruise ,Charlize Theron and Dhar Mann representing uberagency want the Mark Zuckerberg founded tech giant to hit the reset button ASAP on its newly introduced AI image model.

“No one’s name, image, likeness, voice, or creative work should be used by any third party, including AI models, without clear, documented consent,” a spokesperson for the Bryan Lourd-run CAA said late Wednesday as the July 7 dropped Muse Image proliferated over Instagram and more. “True innovation puts creators first: respecting their rights, protecting their livelihoods, and giving them real control, not handing it over to platforms.”

Wth deepfakes galore mining pics being created by Muse of almost everyone on IG who doesn’t have a private account, the concerns for privacy and for abuse have set off alarm bells at the so-called Death Star offices of CAA. At its core, a Muse user just needs to tag your public or unprotected IG feed and instantly its meat for the AI generator to create its own images or “remixes,” as they are sometimes called — and once it’s done, those images are out there for good.

“We have raised our concerns with Meta on behalf of our clients, voicing our disapproval and perspective on the need for a more responsible approach,” CAA stated. “We call on Meta to make protection the default on Muse Image, not the exception, and enable individuals to opt-in if they want to allow usage of their image or likeness for AI content creation.”

Very similar to what occurred following the rocky and free for all rollout of OpenAI‘s now scrapped Sora, Creative Artists Agency are looking for Meta to put guardrails in the foreground.

“Artists deserve to decide if and how their likeness and work is used, with consent and the ability to set their own terms,” CAA said tonight.

Not naming any clients by name, the Century City-based company added: “This means letting creators impose restrictions, monitor usage, and prevent unauthorized endorsements or exploitation. Responsible AI requires clear disclosures and swift removal of unauthorized content. There must be easy ways to spot, track, and take down misuse, and it should be clear when something is AI-generated. CAA believes in the power of new technology, but not at the cost of individuals’ rights or livelihoods. The future of creativity depends on respecting the ownership and autonomy of those who make it possible.”

In an unsurprisingly Silicon Valley style response, the legally and otherwise challenged Meta rejected CAA’s privacy premise from the jump.

“We built Muse Image with strong controls and safety guardrails from day one,” the IG, Threads and Facebook parent company said tonight. “Private accounts and those belonging to users under 18 are automatically excluded and adult users with public accounts can opt out with just a couple clicks. We will take action against any content that violates our Community Standards.”

Wth no irony, CAA’s call for AI controls comes as the company is leaning even harder across the globe into repping digital-first talent and working with digital content makers like Mann on lucrative multi-platform presence in entertainment, media and brand partnerships. With its digital likeness CAA Vault program and other initiatives, the agency is taking the tech approach of moving fast and possibly breaking things — just not too fast, it seems.