Meta launches Muse Image – new AI image model for creators and advertisers
Meta has launched Muse Image, a new AI image generation model from Superintelligence Labs, aimed at attracting creators and advertisers to the company's platforms. The model is available via the Meta AI app, WhatsApp, and Instagram Stories.
What happened?
Meta Superintelligence Labs, led by Alexandr Wang, has released its first AI image generation model, called Muse Image. Previously, Meta utilised third-party models such as Midjourney and Black Forest Labs for image and video generation. Muse Image is the second major release from the lab, following Muse Spark launched in April 2026.
Key facts
”Meta on Tuesday released Muse Image, a new artificial intelligence model for creating images as the company seeks to attract creators and advertisers to its offerings.”
Why it matters
By developing its own image generation model, Meta aims to strengthen its position in AI and offer an integrated solution for content creation. This move is designed to increase the appeal for creators and advertisers on Meta's platforms, potentially leading to increased engagement and revenue.
Who is affected?
Meta, including its users on Meta AI, WhatsApp, and Instagram Stories, is affected by the launch. Creators and advertisers are the primary target groups, with the option to use the model for free up to a certain threshold, while more intensive use requires a subscription, such as the Meta One plan.
Impact on the EU
Muse Image is available across Meta's global platforms, meaning users within the EU can access it. Availability and terms of use, particularly regarding subscriptions and data processing, will need to be harmonised with EU regulations such as GDPR and the upcoming AI Act.
What else you should know
Muse Image was originally known under the codename Mango. The model will also power advertisement generation.
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