Meta is banking on artificial intelligence to revolutionise its social media platforms, with plans to integrate AI-generated characters into Instagram and Facebook. The Silicon Valley giant hopes the fast-developing technology will help retain its 3 billion users and attract younger audiences in an increasingly competitive market, as first reported by the Financial Times.
Connor Hayes, Meta’s vice-president of product for generative AI, said the company envisions these AI personas becoming as integral to its platforms as user accounts. “They’ll have bios and profile pictures and be able to generate and share content powered by AI on the platform,” he explained, adding that the priority is to make Meta’s apps “more entertaining and engaging” by enhancing the social aspects of AI interaction.
Since the launch of its AI character tool in the United States in July, hundreds of thousands of AI personas have been created, although most remain private. The tool allows users to create characters that can interact on the platform, and Meta plans to expand its availability. Hayes noted that most creators are currently using the company’s AI tools to enhance real-world content, such as editing photos, but future developments include text-to-video generation software, enabling users to feature in AI-generated videos.
The push forms part of a broader race among social media companies to harness generative AI. Snapchat recently rolled out tools for creating 3D characters for augmented reality experiences, resulting in a 50 per cent annual increase in users viewing its AI lenses. Meanwhile, TikTok is piloting Symphony, a suite of AI tools for creators and brands to generate advertisements and translate content across languages.
Meta is also developing AI assistants that respond to follower questions and plans to launch features like live video calls using AI avatars. Chief executive Mark Zuckerberg has demonstrated the potential of these tools, showcasing avatars that can mimic a creator’s conversational style and promote specific topics.
However, the rise of AI-generated content has sparked concerns over potential risks, including misinformation. Despite these challenges, Meta is pressing ahead, aiming to transform how content is created and consumed on its platforms. By integrating AI characters and tools, the company hopes to redefine user engagement while navigating the complexities of this rapidly evolving technology.
