On Facebook and Instagram, your next friend could be an AI

© Unsplash/Adi Nugroho

Can AI-generated profiles help boost engagement on Meta Group platforms (Instagram and Facebook) ? In any case, this is an avenue that the tech giant is seriously considering. Let’s take stock.

What are Meta’s plans ?

In a new article, the Financial Times gives the floor to Connor Hayes, vice president of products for generative AI at Meta. And the latter makes no secret of his intentions :

We expect these AIs to actually exist, over time, on our platforms, much like accounts do. They will have bios and profile pictures and will be able to generate and share AI-powered content on the platform. That’s where we see this going.

Mark Zuckerberg’s firm has made it a priority to make its services “more entertaining and engaging” over the next two years. It believes that these generative AIs can help it take things to the next level by making interactions more interesting.

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In fact, the group already has concrete evidence on this subject. Indeed, hundreds of thousands of fully AI-generated characters have been created in the United States since the launch of a tool last July. Meta plans to extend this initiative to other countries in the future, even if, as our colleagues point out, most users keep these avatars private.

A criticized track

However, this idea is clearly not unanimous. Some experts fear that AI could become weapons to massively disseminate misleading content and false information.

Quoted by the British media, Becky Owen, global director of marketing and innovation at the creative agency Billion Dollar Boy and former head of the innovation team of Meta creators, warns:

Without strong protection measures, platforms risk amplifying false narratives through these AI-driven accounts.

The other risk is that Facebook, Instagram and all the social networks that make this choice will be flooded with poor quality content. You only have to take a look at these platforms today to see that AI-generated videos and images are already very numerous and rarely inspired.

What do you think of this idea of ​​profiles entirely generated by AI ? Tell us in the comments.

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