Facebook's owners foresee AI-generated users filling platforms in near future

Meta is focusing on integrating artificial intelligence (AI) characters into its social media platforms, envisioning them as a significant driver of user engagement among its 3 billion users. The tech giant is rolling out various AI tools on Instagram and Facebook as part of its strategy to compete for younger audiences in a rapidly evolving digital landscape.

“We expect these AIs to actually, over time, exist on our platforms, kind of in the same way that accounts do,” said Connor Hayes, Vice-President of product for generative AI at Meta according  to the Financial Times publication. “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.”

The company has already launched an AI character tool in the US, enabling users to create personalized AI characters. While hundreds of thousands of characters have been created, most users have kept their creations private. Hayes emphasized that a key focus for Meta over the next two years is to make its apps more “entertaining and engaging,” with a particular interest in fostering social interactions with AI.

Currently, Meta’s AI tools are primarily used by creators to enhance real-world content, such as editing photos. However, the company is preparing to introduce more advanced AI features. For instance, a text-to-video generation tool is set to launch next year, enabling creators to incorporate themselves into AI-generated videos. Mark Zuckerberg, Meta’s CEO, has already demonstrated live video calls using AI avatars that mimic creators’ conversational styles. These systems can be customized to avoid or promote specific topics.

Meta’s push into AI mirrors efforts by other social media companies to integrate generative AI technologies. Snapchat recently introduced tools allowing users to design 3D characters for augmented reality experiences, contributing to a 50% annual increase in user interaction with AI lenses. TikTok, owned by ByteDance, is testing an AI-based product suite called Symphony, which helps creators and brands develop advertising content, including videos, AI avatars, and translated materials.

Despite its promise, the integration of AI into social media platforms raises concerns. Experts warn that AI-generated content could be misused for spreading misinformation. Becky Owen, global chief marketing and innovation officer at Billion Dollar Boy and former head of Meta’s creator innovations team, highlighted these risks.

“Without robust safeguards, platforms risk amplifying false narratives through these AI-driven accounts,” Owen cautioned. To mitigate such issues, Meta has established rules requiring AI-generated content to be clearly labeled. However, Owen also pointed out potential downsides, such as the risk of platforms becoming flooded with low-quality AI-generated content, which might dilute the craft of human creators and erode user trust.

“Unlike human creators, these AI personas don’t have lived experiences, emotions, or the same capacity for relatability,” Owen added, emphasizing the limitations of AI as a substitute for genuine human interaction.

While Meta views AI characters as a creative and entertaining addition to its platforms, their integration will require careful management to balance innovation with user trust and content quality. As generative AI continues to evolve, platforms like Meta will face the challenge of ensuring that this technology enhances, rather than undermines, the social media experience.

By Nazrin Sadigova