Meta has lengthy been a pioneer in redefining social media. From its early days as Fb to its rebranding as Meta to embrace the metaverse, the corporate is now “betting massive” on synthetic intelligence.
The corporate’s newest transfer is to introduce AI-generated customers to its platforms, most notably on Instagram, Fb, and WhatsApp. These characters are designed to boost person interplay, create new income streams, and strengthen Meta’s aggressive edge in a saturated digital market.
Meta confirms they plan so as to add tons of AI-generated customers to Instagram and Fb
They’ll have bios, profile pics, and might share content material
(through @FT) pic.twitter.com/swsTfatxze
— Tradition Crave 🍿 (@CultureCrave) December 30, 2024
These AI characters, which mimic actual person accounts with profiles, photos, and bios, are poised to remodel how individuals interact with its platforms.
Connor Hayes, Meta’s Vice President of Product for Generative AI, envisions these personas as extra than simply chatbots. They’re supposed to ship customized and fascinating content material, tailor-made to every person’s preferences, making social media interactions extra dynamic and immersive.
In an interview for the Monetary Instances, Hayes mentioned:
“We anticipate these AIs to really, over time, exist on our platforms, sort of in the identical manner that accounts do. They will have bios and profile photos and be capable of generate and share content material powered by AI on the platform… that is the place we see all of this going.“
This initiative highlights Meta’s dedication to holding its platforms contemporary and interesting, particularly for youthful audiences who’ve flocked to TikTok for its interactive and fascinating format.
Meta Broadcasts Plans to Develop AI Customers — Will This Launch Be Completely different?
Meta’s bold imaginative and prescient for AI characters remains to be in its infancy. First launched in September 2023, these AI personas were designed to feel human, with distinct backstories and personalities, often brought to life by celebrities like Charli D’Amelio, Kendall Jenner, and Snoop Dogg.
@raresfordunkins25 charli has partnered with meta to create a new ai called coco #blurrydamelios #blurrydameliosactives #charlidamelio #instagramai ♬ original sound – raresfordunkins25
The goal was to create more engaging and personalized user experiences across platforms like Instagram and Facebook. However, the rollout encountered significant hurdles. By mid-2024, many of these profiles were quietly deactivated due to limited user engagement and growing criticism over their authenticity and relevance.
The concept has since resurfaced, albeit with modifications. Some of the characters have reappeared as Meta refines their role and assesses user feedback. Critics have continued to question their utility, with some users finding the profiles irrelevant or even intrusive.
Despite these challenges, Meta remains committed to advancing its AI strategy. While the full-scale deployment of these characters is currently on pause, the company is focused on improving their design, capabilities, and alignment with user needs.
Boosting Engagement and Retaining Users
The introduction of AI characters could be a game-changer in increasing the amount of time users spend on Meta’s platforms. According to our Social Media Statistics, users spent 33 minutes per day on Instagram in 2024. While this might sound much, it comes nowhere near the amount of time people spent on TikTok in 2024, which came up at around 95 minutes per day.
By offering real-time, interactive experiences, these characters could foster deeper connections between users and content and hopefully bridge the TikTok gap.
For instance, these AI influencers could host virtual events, give personalized product recommendations, or even participate in conversations, creating a sense of community that encourages users to stay engaged.
Unlocking New Revenue Opportunities
Beyond engagement, AI characters represent a significant opportunity for Meta to diversify its revenue streams. AI influencers could become brand ambassadors, promoting products or services while driving sales through personalized marketing campaigns.
Take AI influencer Aitana Lopez as an example. Lopez, an entirely virtual personality, has already collaborated with major brands, showcasing how AI-driven personas can foster authentic connections with audiences and drive tangible business results.
One of her most notable collaborations was with Llongueras, a leading hair salon chain, which used Lopez to promote its brand across Times Square.
Furthermore, the integration of virtual goods, such as exclusive AI-generated digital items, could open new avenues for monetization. These initiatives align with Meta’s broader goal of leveraging technology to maximize profitability, particularly as traditional advertising models face growing scrutiny and competition.
According to Hayes, investing in AI technology is a “priority” for Meta. In the next two years, AI technology will help make Meta’s platforms more “engaging and entertaining” for users.
The company’s adoption of AI characters underscores its determination to stay ahead in the competitive social media industry. By differentiating itself from competitors like TikTok, Snapchat, and emerging platforms, Meta aims to maintain its dominant market position.
The move also signals its broader ambition to blend social media with advanced AI technologies, setting the stage for the next wave of digital innovation.
Challenges and Controversies
However, the rollout of AI characters is not without its challenges. Users have received the news in equal displeasure as they did back in 2023. Recent reports suggest mixed reactions from users, with some questioning the authenticity and transparency of interacting with AI-generated profiles.
Critics have raised ethical concerns, arguing that these characters could blur the line between real and artificial interactions, potentially misleading users. Meta’s ability to address these concerns transparently and effectively will be crucial to the success of its AI-driven initiatives.
The Future of AI in Social Media
Meta’s foray into AI characters marks a pivotal moment in its evolution. While the potential to boost engagement and profits is undeniable, the initiative also poses significant challenges in terms of user trust and ethical considerations.
As the company navigates this new frontier, one thing is clear: Meta’s ambitions to reshape social media remain as bold as ever. Whether AI characters will become a defining feature of the digital landscape or a fleeting experiment will depend on how well Meta can balance innovation with responsibility.
About the Author
Writer
Jacqueline Zote is a freelance writer and content producer. She writes for leading blogs in the digital marketing space. Her areas of expertise include influencer marketing, social media marketing, social media management, and content marketing.