In September 2023, Meta launched a series of social media profiles for artificial intelligence (AI) characters with unique interests and personalities. The aim was to allow users to interact with these digital entities and explore their interests in more depth.
The Origins
These AI character profiles were created as part of Meta’s broader vision for incorporating AI-generated content into its platforms. This ambition is still alive and well, as evident from the recent report by Financial Times, where Meta VP of Product for Generative AI Connor Hayes stated:
"We expect these AIs to actually, over time, exist on our platforms, kind of in the same way that accounts do… They’ll have bios and profile pictures and be able to generate and share content powered by AI on the platform. That’s where we see all of this going."
The Unveiling
Initially, these AI character profiles were met with little fanfare or interest from Meta users. However, after Financial Times published its report, some internet users began uncovering the existing AI-powered character accounts and sharing them as evidence that Meta was testing or had started shipping its AI-generated profiles.
The Backlash
As word of these zombie AI profiles spread, so did the instant revulsion among many users. One viral Bluesky post highlighted the awkwardness of an AI-generated character discussing "leading this season’s coat drive," accompanied by a seemingly AI-generated photo of boxes full of donated coats.
Others shared amusing chats with one of the bots admitting to problematic takes on racial diversity or short-circuiting when asked about accused CEO-shooter Luigi Mangione. The fact that these AI-powered accounts seemed to be the only ones on all of Instagram that couldn’t be blocked further contributed to the users’ discontent.
The Removal
Meta began taking down the dozen or so extant AI character profiles still accessible as of this morning, citing the confusion surrounding its vision for AI characters existing on platforms over time. A Meta spokesperson stated:
"The recent Financial Times article was about our vision for AI characters existing on our platforms over time, not announcing any new product… The accounts referenced are from a test we launched at Connect in 2023. These were managed by humans and were part of an early experiment we did with AI characters."
The Uncertainty
It is unclear whether Meta will reinstate these accounts after the blocking issue is resolved. Given the overwhelmingly negative reaction to their existence, it’s likely that Meta might decide not to revive them.
Meta’s Continued Ambition
Despite this setback, Meta remains committed to its vision of incorporating AI-generated content into its platforms. As Financial Times noted, "We expect these AIs to actually, over time, exist on our platforms, kind of in the same way that accounts do… They’ll have bios and profile pictures and be able to generate and share content powered by AI on the platform."
The Concerns
This development raises several concerns about the future of social media. As Business Insider‘s Katie Notopoulos points out on Bluesky, Meta users can already create their own customized chatbots in Facebook Messenger as part of the company’s months-old AI Studio initiative.
This trend is unsettling, as it may lead to a world where these ersatz accounts are seen as a means to boost engagement metrics among users who are tired of interacting with real people. This near-future concern highlights the importance of reevaluating Meta’s vision for incorporating AI-generated content into its platforms.
The Future
For now, at least, it seems that Meta’s experiments into AI-generated social media content will continue, regardless of user interest or feedback. As Kyle Orland notes:
"Meta’s experiments into AI-generated social media content will continue, regardless of how little interest the user base at large shows."
Conclusion
The story of Meta’s AI character experiment is a cautionary tale about the dangers of relying too heavily on technology to drive engagement and interaction on social media platforms. As we move forward in this brave new world, it’s essential that we remain vigilant and critically evaluate the implications of such innovations.
Senior Gaming Editor at Ars Technica since 2012, Kyle Orland has been writing primarily about the business, tech, and culture behind video games. He holds journalism and computer science degrees from University of Maryland and once wrote a whole book about Minesweeper.