Meta is preparing to integrate AI-generated characters across its social media platforms as part of a strategic push to increase user engagement, company executives said. The company envisions these AI entities operating alongside human users on Facebook and Instagram within the next few years.
Connor Hayes, Meta’s vice president of generative AI products, told the Financial Times that these AI characters function like regular accounts, with profile photos, profiles, and the ability to generate and share content. he said.
The initiative, launched in the US in July, has already led to the creation of hundreds of thousands of AI characters, most of which remain private. Meta’s broader AI rollout includes tools for creators to enhance real-world content, with plans to release text-to-video generation software in 2024.
The move comes amid increasing competition in the social media landscape. Competing platforms are also adopting AI technology, according to the Financial Times, with Snapchat reporting a 50% annual increase in users viewing AI lenses and TikTok offering AI-powered advertising through its Symphony suite. We are implementing the tool on a trial basis.
However, experts warn of the potential risks associated with AI-generated content. Becky Owen, former head of Meta’s creator innovation team, warned of the potential for these AI characters to be weaponized to spread misinformation. She also expressed concern that AI-generated content could flood platforms with low-quality material and undermine the work of human creators.
To address these concerns, Meta introduced rules that require AI-generated content to be clearly labeled on its platform. The company sees AI integration as a priority over the next two years, with a focus on making its apps more interesting and engaging for its 3 billion users.
