Meta is betting that artificial intelligence-generated characters will become a staple on its social media platforms in the coming years, aiming to leverage this rapidly evolving technology to boost engagement across its 3 billion users.
The company is rolling out a variety of AI products, including one that allows users to create AI characters for platforms like Instagram and Facebook. This move is part of Meta’s ongoing efforts to compete with rival tech giants in attracting and retaining a younger, tech-savvy audience.
“We expect these AIs to actually, over time, exist on our platforms, kind of in the same way that accounts do,” said Connor Hayes, Meta’s vice-president of product for generative AI. “They’ll have bios and profile pictures and be able to generate and share content powered by AI on the platform?.?.?.?that’s where we see all of this going,” he added.
One of Meta’s primary goals over the next two years is to make its apps more entertaining and engaging, which includes incorporating AI into social interactions. So far, hundreds of thousands of characters have been created using Meta’s AI character tool, which was launched in the U.S. in July and is expected to expand soon. However, many of these characters remain private for now, with most users primarily using Meta’s AI tools to enhance their real-world content, such as editing photos.
This push is part of a broader trend among social media companies to integrate generative AI into their products as a way to drive user growth and increase content creation. In September, Snapchat introduced generative AI tools for creators, helping them design 3D characters for augmented reality experiences. The platform has seen a 50% annual increase in users viewing AI lenses. Meanwhile, ByteDance-owned TikTok has been testing Symphony, a suite of AI-powered tools for creators and brands, enabling them to create AI-generated avatars, video content, and multilingual advertisements.
Meta has also unveiled a tool for users to create AI assistants that can interact with followers, and next year, it plans to release text-to-video generation software, allowing creators to insert themselves into AI-generated videos. Mark Zuckerberg has even demonstrated conducting live video calls with AI avatars of creators, which can converse in their unique style and be tailored to avoid or promote specific topics.
Despite the potential of AI-generated content, experts caution about its risks. Becky Owen, global chief marketing officer at creative agency Billion Dollar Boy, warns that AI characters could be used to spread misinformation if proper safeguards aren’t in place. “Without robust safeguards, platforms risk amplifying false narratives through these AI-driven accounts,” she said.
To mitigate these concerns, Meta has implemented guidelines that require AI-generated content to be clearly labeled on its platforms. Owen acknowledges the creative potential of AI characters but also raises concerns about low-quality material flooding platforms and diminishing the value of human creators’ work. “Unlike human creators, these AI personas don’t have lived experiences, emotions, or the same capacity for relatability,” she noted.
