Meta, the parent company of Facebook, Instagram, and WhatsApp, is preparing to introduce artificial intelligence (AI) bots to its social media platforms, with the goal of enhancing user engagement and attracting younger audiences. These AI-generated characters are designed to interact with real users, creating a new form of content and communication that Meta hopes will reshape the way people engage on its platforms. AI Characters on Social Media Meta is rolling out a series of AI-powered tools that allow users to create virtual personas for their profiles. These characters, which will be equipped with bios and profile pictures, will share AI-generated content, interact with users, and even engage in conversations, mimicking the behaviour of real human accounts. The company’s push is part of its strategy to increase engagement on its platforms, particularly among younger generations who are increasingly fascinated by AI technology. Connor Hayes, Meta’s Vice President of Product for Generative AI, explained that the company envisions these virtual characters becoming as commonplace as user accounts. "We expect these AIs to actually, over time, exist on our platforms, kind of in the same way that accounts do," Hayes said. He highlighted that Meta has already created hundreds of thousands of these AI-generated characters through its tools, which were launched in the US earlier this year, and plans to expand their availability in the coming months. A Competitive Push for Younger Audiences The move comes as Meta faces intense competition from other social media platforms that have also embraced AI technology. Snapchat, for instance, has introduced AI tools for creating 3D avatars, while TikTok has rolled out AI-powered features like Symphony, a suite of tools enabling brands and creators to make AI-generated content. TikTok’s use of AI has already led to a marked increase in user engagement, with the company reporting a 50% rise in views of AI-generated content on its platform. Meta’s decision to incorporate AI-generated characters into its platforms is a response to the growing trend of AI usage among younger audiences. "These younger users are excited about AI," Hayes explained, noting that they are eager to explore new ways of interacting with technology, particularly on social media. By offering AI-generated bots, Meta hopes to capture this interest and drive engagement on its platforms. The Risks of AI-Generated Content Despite the potential for increased engagement, experts have raised concerns about the risks associated with AI-generated content. One of the main issues is the possibility that AI characters could be used to spread misinformation or false narratives. Becky Owen, an innovation officer at the creative agency Billion Dollar Boy and former head of Meta’s creator team, warned that these AI-generated accounts could easily be "weaponised" if proper safeguards are not put in place. "Without robust safeguards, platforms risk amplifying false narratives through these AI-driven accounts," Owen said. She also expressed concerns that AI characters, while potentially entertaining, could flood social media platforms with low-quality content, ultimately diminishing the value of human-created content. “Unlike human creators, these AI personas don’t have lived experiences, emotions, or the same capacity for relatability,” she added. Meta has addressed some of these concerns by stating that all AI-generated content on its platforms will be clearly labelled, so users can differentiate between content created by humans and that created by AI. However, there are doubts about whether these measures will be enough to prevent the spread of harmful or misleading information. Meta’s Vision for the Future Despite the concerns, Meta remains committed to its AI initiative, with plans to continue developing and expanding its AI tools. The company is working on new features, including text-to-video generation software, which would allow creators to generate videos featuring AI-generated versions of themselves. Mark Zuckerberg, Meta’s CEO, has already demonstrated the ability to conduct live video calls with AI avatars, which can mimic a user’s voice and style of conversation. While the rollout of AI-generated characters is still in its early stages, Meta believes that the integration of AI will make its platforms more entertaining and engaging for users. "Our goal is to make these platforms more interactive, more fun, and more social," Hayes said. Over the next few years, Meta aims to transform its platforms into spaces where real and AI-generated users can interact seamlessly, creating a new era of social media engagement.
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