Meta is counting on AI-generated characters to play a big role on its social media platforms in the coming years, as it leverages this technology to engage its 3 billion users, according to the Financial Times.
The company is launching several AI tools, including one that helps users create their own AI characters for use on Instagram and Facebook as a means to attract and retain younger audiences as it competes with other tech companies for users.
“These AI characters will eventually become a normal part of our platforms, much like user accounts,” Connor Hayes, Meta’s Vice President of Generative AI, said. “They’ll have bios, profile pictures, and the ability to create and share AI-generated content.”
According to the news outlet, making apps more fun and engaging is a key goal for Meta over the next two years, including making interactions with AI more social. So far, hundreds of thousands of AI characters have been created using Meta’s tool, which it launched in the US in July and is expected to expand globally. Most users have kept their AI characters private, though many use AI tools to enhance real-world content like photo editing.
Social media platforms are racing to integrate generative AI technology to attract new users and encourage more content creation. Snapchat recently launched AI tools for creating 3D characters in augmented reality, which has led to a 50% annual increase in users viewing AI lenses. TikTok, owned by ByteDance, is testing AI tools such as Symphony to help brands and creators generate ads and translate content.
Meta has also introduced tools for users to create AI assistants that answer followers’ questions. Next year, the company plans to release a text-to-video generation tool, allowing creators to include themselves in AI-generated videos. CEO Mark Zuckerberg has even showcased live video calls with AI avatars that mimic a creator’s style, which creators can customize to suit or avoid certain topics.
However, experts have raised concerns about the risks of AI-generated content. Becky Owen, a former Meta executive, warns that these characters could be used to spread misinformation if safeguards aren’t in place. Meta has responded by requiring clear labeling for AI-generated content.
While AI characters offer exciting creative possibilities, unlike human creators, AI personas lack real experiences, emotions, and genuine relatability, according to Owen. They could also flood platforms with low-quality material, undermine creators’ work, and reduce user trust, she warned.