Meta, formerly known as Facebook, is expanding its efforts in the field of generative AI by developing “AI personas” for its social media platforms, including Instagram, Messenger, and WhatsApp. The company aims to develop helpers for multiple media formats, including advanced chat features, unique Instagram filters and ads, and video and “multi-modal” content.
According to Mark Zuckerberg, the CEO of Meta, the company is pooling its generative AI teams into a single group to help “turbocharge” efforts in the emerging field. While the company has introduced chatbots to Messenger in the past, this move represents a significant expansion, and the company hopes to become a “leader” in generative AI.
However, this expansion comes at a challenging moment for Meta. The company’s revenues are still declining, and its pivot to the metaverse is costing billions of dollars at its Reality Labs unit. The company recently cut over 11,000 jobs to cut costs and weather a rough economy.
Despite these challenges, Meta’s push into generative AI could represent a defensive tool against the growing competition in the industry. Companies like Google reportedly feel competitive pressure from OpenAI’s ChatGPT, as it could theoretically undermine search and other key businesses. Zuckerberg acknowledges that there is “foundational work to do” before the most advanced projects come to fruition, but the company’s long-term plans suggest that it sees generative AI as a key area for growth and innovation.
