Meta Launches In-House Muse Image Model, Integrates Across Instagram and WhatsApp

Meta officially unveiled Muse Image, its first in-house AI image generation model, on July 7 ET — the debut image product from Meta Superintelligence Labs (MSL), marking the formal launch of Meta's self-developed generative AI capabilities. The model is now integrated into the Meta AI chatbot and rolling out to Instagram Stories and WhatsApp, initially reaching users in the US and multiple English-speaking markets.

Muse Image supports text-to-image generation, multi-image editing, sketch refinement and inpainting, and for the first time deeply integrates social features: users can @public Instagram accounts directly in their prompts to use public photos from that profile as visual references for customized content. To address copyright and privacy concerns, Meta embeds invisible digital watermarks in all generated content and offers an opt-out setting to prevent AI remixing of user posts.

Advertisers will gain access to the model via Meta Advantage+ in the coming weeks for bulk marketing asset and ad creative production, reducing content creation costs. Meta also teased that its Muse Video generation model is in internal preview and expected to roll out later this year. Industry analysts say Meta is deeply embedding AI into its social ecosystem to build a closed loop from user content creation to commercial monetization, strengthening its competitive edge in social generative AI.

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