Good morning. This weekend has been a big one for creator nuptials: Ludwig and QTCinderella announced their engagement, and MrBeast hinted at his own wedding.

Love is in the air—and the feed. Congrats to the couples.

— Hannah Doyle & Syd Cohen

Today’s lineup:

On Friday, Meta pulled the plug on Muse Image AI, its new image generator, four days after launching.

The feature, which lets users generate images from public Instagram and Facebook accounts, sparked immediate backlash over privacy concerns and being an automatic opt-in for users.

Who’s chiming in: Organizations like CAA and SAG-AFTRA and creators including iJustine and Marques Brownlee were among the loudest critics.

Readers felt similarly. Last week, we asked if you would go private on Instagram to protect your likeness from Muse Image AI—81% said yes. 

Meta got the message loud and clear. “Our intent was to provide a useful creative tool and to give people control over whether their public content could be referenced in this way,” Meta said in a statement on Instagram. “We've heard the feedback that this feature missed the mark, so it's no longer available.”

Looking ahead: Despite the setback, Meta is still pushing forward with AI. The company is working on an AI video generator, and rolled out new styles of the Meta AI Glasses after selling 7 million units in 2025.

Yesterday, YouTube and FIFA held a 7v7 soccer match in NYC featuring creators like Wisdom Kaye, Brittany Wilson, and PlaqueBoyMax. IShowSpeed acted as the host and a team captain, leading his team to victory with a final score of 7-6. FIFA’s chief refereeing officer, Pierluigi Collina, even officiated.

Inside the match:

Worth noting: Creators engaging with campaigns related to the 2026 World Cup have generated around $4B in social media value, and YouTube reported over 1B views on World Cup-related content so far.

Big picture: Two strategies converged at The Creator Cup. 1) YouTube wants to become the first stop for global TV events—see its Oscars deal starting in 2029 and its bids for the 2030 and 2034 World Cup rights. 2) As we covered last week, FIFA is betting creators can be part of the broadcast itself, not just the marketing around it—from CazéTV streaming all 104 matches to IShowSpeed's 95M views from the stadiums. 

The Creator Cup is the latest proof point: FIFA is building events around creators to reach audiences traditional broadcasts can't. 

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Ever since creator films Backrooms and Obsession smashed the box office last month, creators and entertainment execs have wondered which creator horror IP Hollywood would snap up next. In the last week, we got a couple answers → 

Big picture: Studios aren’t just looking for creator-made IP, but entering bidding wars for pre-proven audiences. As Markiplier said onstage at Press Publish LA, discussing his own film Iron Lung, “It is more important now than ever to remember it’s the audience that makes everything possible. One person is dedicating their time, and time is the most valuable thing we have.”