Meta to add AI user accounts to Facebook and Instagram to enhance user engagement, here's how it works

Meta

Meta, the parent company behind Facebook and Instagram, is reportedly planning to use AI bots on these social media platforms to generate and manage user content. Previously, the company has used artificial intelligence (AI) in its services, such as the Meta AI chatbot, AI writing tools in Instagram DMs, AI avatars for influencers and creators, and more.

Meta’s AI bots: Key details

According to a report by Financial Times, Meta is preparing to take a significant step forward by rolling out AI-powered user accounts that will mimic human profiles through various bios and profile pictures while also possessing the ability to generate and share content. Connor Hayes, Meta’s Vice President of Product for Generative AI, during an interview with Financial Times, added “We expect these AIs to, over time, exist on our platforms, kind of in the same way that accounts do.”

It is a part of Meta’s broader strategy to boost user engagement by leveraging cutting-edge AI technologies similar to competitors like TikTok and X (formerly known as Twitter). Moreover, Hayes adds that these AI accounts are long-term additions to platforms to ensure increased user engagement and activity.

However, experts have reportedly highlighted several negative consequences of this move. One of these is the worry that the AI-generated accounts could become a source of misinformation. The other problem is the quality of the content. AI-generated posts may lack the creativity and unique approach of real human users and can lead to an avalanche of poor-quality content.

Regardless of these concerns, Meta seems determined to go ahead with these plans and will implement rules requiring clear labelling of AI-generated content on its social media platforms.