Meta plans to bring AI-generated characters to Facebook and Instagram to boost user engagement, according to company executives.

 

 

Meta plans to bring AI-generated characters to Facebook and Instagram to boost user engagement, according to company executives. 

 

These AI characters, similar to regular accounts, will have profile pictures, bios, and the ability to create and share content.

 

Connor Hayes, Meta's VP for generative AI, shared that the initiative, launched in the U.S. in July, has already seen hundreds of thousands of AI characters created, though most remain private.

 

The move comes as social media competition heats up, with platforms like Snapchat seeing a 50% rise in AI lens usage and TikTok testing AI-powered ads.

 

However, concerns exist. Becky Owen, Meta's former head of creator innovations, warns of risks like misinformation and low-quality AI content. To tackle this, Meta is enforcing clear labeling of AI-generated content.