Meta is set to flood social media platforms with AI-generated characters in the coming years, aiming to boost engagement among its 3 billion users, according to the Financial Times. This strategic move is designed to strengthen Meta’s position in the competition with other tech giants, especially in attracting and retaining younger audiences. The company plans to roll out a variety of AI-powered products, including tools for creating AI characters on Instagram and Facebook. Connor Hayes, Meta’s vice president of generative AI products, shared that these AI tools will eventually appear on the platforms in a similar way to user accounts. These AI characters will have profiles, bios, and even the ability to create and publish AI-generated content. “That’s where we think things are headed,” Hayes said, reflecting the company’s forward-looking vision.
Focus on User Engagement and Social Integration
Over the next two years, Meta’s main focus will be to enhance the social component of its platforms by integrating AI in a way that makes interactions more engaging and attractive. The company aims to strengthen the social aspects when users engage with AI, a priority that has driven the development of several tools. In July, Meta launched an AI tool used to create hundreds of thousands of AI-generated characters, with plans to expand access to this tool in the future. Currently, most influencers use AI to enhance their content, such as by editing photos, but Meta is pushing further into the AI space.
In addition to its own efforts, Meta is watching its competitors closely. Snapchat introduced 3D character creation tools in augmented reality, which have seen a 50% increase in annual usage of “AI lenses.” Meanwhile, TikTok has launched Symphony, a tool that helps brands and influencers create AI-generated videos based on text prompts, offering new ways to engage users. Meta is also exploring ways to introduce AI-powered assistants that will respond to subscribers’ questions and allow users to generate videos featuring themselves based on text requests. Mark Zuckerberg even demonstrated this vision in a video call with a digital avatar of a person, who was physically present on stage next to him.
Addressing Potential Risks and Concerns
While AI-generated content offers exciting opportunities, experts warn of the potential for misuse, particularly in spreading disinformation, adds NIXSolutions. To combat this, Meta has proposed clear labeling of AI-generated content on its platforms, ensuring users are aware of the nature of the material they are consuming. Another concern raised by experts is the possible decline in content quality due to the proliferation of AI-generated materials. Although Meta is addressing some of these concerns, the company has yet to propose definitive solutions to prevent this issue from escalating. As more AI tools are integrated into social media, we’ll keep you updated as more integrations become available, allowing Meta to further refine its approach and address potential risks.