Meta AI: New Image Generator for Consumers & Advertisers

Meta has launched its first in-house AI image generator called Muse Image. This new tool is available to consumers through the Meta AI app and to advertisers via its Advantage+ ad platform. Muse Image was developed by Meta Superintelligence Labs. It powers image creation across Meta AI and new features within Instagram Stories and WhatsApp direct messages, including over 30 new AI effects. It will expand to Facebook and Messenger later this year. Consumers can use Muse Image for free, but higher usage limits are available through Meta's subscription plans. Advertisers will soon use it to generate image-based ad creative. Users can edit photos by annotating them directly and tag public Instagram accounts to incorporate their photos into generated images. Another feature allows users to snap a photo of a room and generate a redesigned version using products from the web or Facebook Marketplace. Meta's internal data shows Muse Image performing below OpenAI's GPT Image 2 but ahead of Google's Nano Banana 2 in image-editing scenarios. This launch marks Meta's move to bring AI capabilities in-house, replacing external vendors for image generation within Meta AI. This matters because it signals Meta's increasing reliance on its own AI technology across its platforms.