Meta has long been a pioneer in redefining social media. From its early days as Facebook to its rebranding as Meta to embrace the metaverse, the company is now “betting big” on artificial intelligence.
The company’s latest move is to introduce AI-generated users to its platforms, most notably on Instagram, Facebook, and WhatsApp. These characters are designed to enhance user interaction, create new revenue streams, and strengthen Meta's competitive edge in a saturated digital market.
Meta confirms they plan to add tons of AI-generated users to Instagram and Facebook
They will have bios, profile pics, and can share content
(via @FT) pic.twitter.com/swsTfatxze
— Culture Crave 🍿 (@CultureCrave) December 30, 2024
These AI characters, which mimic real user accounts with profiles, pictures, and bios, are poised to transform how people engage with its platforms.
Connor Hayes, Meta’s Vice President of Product for Generative AI, envisions these personas as more than just chatbots. They are intended to deliver personalized and engaging content, tailored to each user’s preferences, making social media interactions more dynamic and immersive.
In an interview for the Financial Times, Hayes said:
“We expect these AIs to actually, over time, exist on our platforms, kind of in the same way that accounts do. 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.“
This initiative highlights Meta’s commitment to keeping its platforms fresh and appealing, especially for younger audiences who have flocked to TikTok for its interactive and engaging format.
Meta Announces Plans to Expand AI Users — Will This Launch Be Different?
Meta’s ambitious vision for AI characters is still in its infancy. First introduced 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.
