Meta has unveiled its first proprietary artificial intelligence (AI) image generation model, Muse Image, marking a major step in the company’s push to expand generative AI capabilities across its ecosystem.
The new model is being integrated into Meta AI and will power image creation features on WhatsApp, Instagram and the standalone Meta AI app, while Facebook and Messenger are expected to receive the functionality in the coming weeks.
The launch comes under Meta Superintelligence Labs, the company’s AI division established to accelerate development of advanced AI technologies and strengthen its position against rivals in the rapidly evolving generative AI market.
According to Meta, Muse Image is designed to generate high-quality images from detailed text prompts, understand more complex user instructions and support a wide range of creative tasks. The model also allows users to upload existing photos and modify them using sketches, drawings or text-based editing commands.
One of its standout capabilities enables users to reference public Instagram accounts in prompts by mentioning them, allowing the AI to incorporate publicly available images into newly generated content. Meta said users will have controls to determine how their public content can be used for AI-generated creations.
The company said the technology can be used for designing invitations, greeting cards, postcards and other digital artwork, as well as helping users redesign rooms by analysing uploaded photos. It also supports direct image editing through simple drawings and annotations.
Meta is also introducing more than 30 AI-powered creative effects for Instagram Stories in the United States, with plans to expand availability to additional markets over time.
The company described Muse Image as part of a broader family of AI models that will eventually replace earlier image-generation technologies used across its platforms. Meta also disclosed that it is developing Muse Video, an AI video generation model expected to offer stronger prompt adherence and improved visual consistency for future creative applications.
The rollout underscores Meta’s increasing investment in generative AI as it seeks to compete more aggressively with industry leaders such as OpenAI and Google. Analysts say the launch signals the company’s determination to embed AI-powered creative tools across its social media platforms while expanding the capabilities of Meta AI.
