In early July, Meta sparked outrage when it rolled out an AI feature that let users tag public Instagram accounts and generate images using their likenesses. The company’s decision to enable the feature by default and force users to opt out was met with swift backlash from creators who posted viral videos explaining how to switch off this invasive tool.

Following three days of public outcry, Meta backtracked, stating that 'this feature missed the mark' and rolled back Instagram tagging for its AI chatbot. However, the incident highlights a broader trend: tech companies often default users into new AI features, making it hard for them to opt out without actively seeking privacy controls.

Sam Sooin Yang, an Instagram creator with over 3 million views on his video explaining how to switch off the feature, expressed frustration. 'They should have given you the option to opt in rather than opt out,' he said. His sentiment is echoed by Woodrow Hartzog, a professor at Boston University's law school, who notes that people tend to stick with whatever default option is set.

Meta’s response was defensive, citing extensive research and user choice options. However, privacy experts like Ben Winters from the Consumer Federation of America argue that such defaults are not unique to Meta and highlight the need for better regulation in the absence of adequate privacy laws in the US.

'People say technology is just a tool that you can do good things or bad things with,' Hartzog says. 'But when you design tools in particular ways, there are foreseeable uses of those tools.' The ease with which companies can default users into AI features raises concerns about the potential misuse and consequences of such defaults.