Meta has announced plans to integrate AI-generated characters into its social media platforms, aiming to enhance user engagement among its 3 billion users.
According to Connor Hayes, VP of product for generative AI at Meta, the initiative will allow users to create AI personas on Instagram and Facebook, complete with profiles and the ability to share content.
Launched in the U.S. in July, the AI tool has already generated hundreds of thousands of characters, although most remain private. Hayes noted that creators are primarily using the AI tools to enhance existing content.
This move comes amid a competitive landscape, with other platforms like Snapchat and TikTok also implementing generative AI features to attract users and increase content creation.
Meta's goal is to make its applications more engaging over the next two years, with plans to launch text-to-video software by 2025. However, experts warn of potential risks associated with AI-generated content, including the spread of misinformation.