Meta is developing AI tools to create virtual characters that will populate its social media platforms, according to a report by Cristina Criddle and Hannah Murphy in the Financial Times. The company aims to integrate AI-generated profiles that can interact with its 3 billion users across Instagram and Facebook. Connor Hayes, Meta’s vice president of product for generative AI, revealed that these AI characters will have profile pictures, biographies, and the ability to generate and share content. The initiative has already led to hundreds of thousands of AI characters being created through a tool launched in the US in July. Meta also plans to release text-to-video generation software for creators in 2025 and is developing tools for AI assistants that can engage with followers.
Industry experts, including former Meta executive Becky Owen, warn about potential risks, particularly regarding misinformation spread through AI-generated accounts. To address these concerns, Meta requires clear labeling of AI-generated content on its platforms. The company’s strategy aligns with broader industry trends, as competitors like Snapchat and TikTok are also introducing AI-powered features to attract users and augment content creation.