Meta is reportedly preparing to launch artificial intelligence (AI) bots across its social media platforms, including Facebook and Instagram. These AI-driven accounts will function like regular user profiles, capable of posting, sharing, liking, and engaging in other typical activities performed by human users. Last year, Meta introduced a feature allowing users to create AI characters. However, this functionality, currently limited to the United States, does not yet allow these AI profiles to interact publicly.

AI accounts: The next phase in Meta's vision 

According to a report by the Financial Times, Meta is exploring various methods to integrate AI deeper into its platforms. The company has already rolled out tools such as the Meta AI chatbot, AI-powered writing assistants in Instagram DMs, and virtual AI avatars tailored for influencers and content creators. The next step, according to Connor Hayes, Meta's vice president of product for generative AI, is the introduction of AI-powered user accounts. Hayes explained that these AI accounts will closely resemble human profiles, complete with bios and profile pictures. They will also have the ability to generate and share AI-created content, making them indistinguishable from regular user accounts.

A strategy to stay ahead 

Meta aims to make its platforms more engaging and entertaining, especially in the face of increasing competition from platforms like TikTok and X (formerly Twitter). Hayes emphasised that adding AI tools and characters is a key initiative to boost user interaction and engagement on Facebook and Instagram.

Concerns over potential risks 

While the move could enhance user experience, experts have raised concerns about potential downsides. One significant issue is the risk of misinformation. Since AI models can produce inaccurate or misleading content, a proliferation of AI-driven accounts could amplify the spread of such falsehoods, creating a snowball effect. By integrating these AI-powered accounts, Meta is venturing into uncharted territory that promises both opportunities and challenges for the future of social media.