Meta is doubling down on artificial intelligence (AI), promising a future where generative AI characters are as much a part of your social media experience as your actual friends and followers.

With plans to roll out millions of AI-driven profiles on Facebook and Instagram, the company is betting big on using AI to boost engagement across its platforms. The implications of this bold move could reshape the way we interact online, but is it the revolution Meta hopes for, or a misstep that risks alienating users?

The Rise of AI Personas on Meta’s Platforms

Meta’s Vice President of Product for Generative AI, Connor Hayes, recently revealed that AI characters are set to function similarly to user accounts. These characters will have bios, profile pictures, and the ability to generate and share content on Facebook and Instagram. This isn’t just about sprinkling AI into the mix, it’s a full-scale integration.

The seeds for this shift were sown in 2024 when Meta began exploring ways to embed AI tools into its platforms. Initially, these tools helped creators enhance their real-world content, such as photo editing.

However, the company’s ambitions have grown significantly. With AI personas, users could soon be interacting with virtual chefs, fitness coaches, and hobbyists, all programmed to engage and inspire.

Ahead of Meta’s plans,  AI-generated influencers are already making waves. Take Aitana Lopez, a virtual model with 350,000 Instagram followers. Developed by Rubén Cruz of The Clueless agency, Aitana earns between $3,000 and $10,000 monthly through brand deals. Despite being entirely artificial, her backstory and curated online presence make her indistinguishable from human influencers.

Why Meta Is Betting on AI Characters

The push for AI personas comes amid fierce competition among social platforms to attract and retain younger audiences. Platforms like TikTok and Snapchat are already leveraging generative AI to boost engagement. TikTok, for instance, is piloting Symphony, a suite of AI tools designed for creators and advertisers. Snapchat has reported significant growth in the use of its AI-driven augmented reality features.

For Meta, creating interactive AI profiles is a natural progression. AI bots could increase engagement by responding to users’ questions, suggesting ideas, and interacting with posts. Imagine posting “What should I have for dinner?” and receiving personalised suggestions from AI characters with expertise in cuisine or budgeting.

Mark Zuckerberg, Meta’s CEO, has championed the idea that AI will transform the social media experience, making feeds less about following friends and more about curated, AI-driven engagement. This strategy aligns with the modern trend of algorithmic content prioritisation over user-led curation.

Potential Upsides of AI-Driven Profiles

Meta’s plan isn’t without merit. Many users already rely on social platforms for guidance, entertainment, and interaction. AI bots could enhance these functions by offering tailored advice or creating engaging content. For example, creators struggling to gain traction in a highly competitive environment could see a boost from AI-driven interactions, such as increased likes, comments, and shares.

Furthermore, these bots could serve as a testing ground for ideas, providing feedback or sparking discussions in ways that human users might not. This approach could also create new opportunities for creators, brands, and influencers to experiment with AI-generated content, such as text-to-video features Meta plans to roll out.

Risks and Ethical Concerns

Despite its potential, Meta’s AI integration is not without controversy. Critics argue that flooding platforms with AI personas could dilute the authenticity of user interactions and erode trust. Bots potentially lack the emotional depth and relatability of human creators. This gap might make interactions feel hollow, undermining the sense of connection that social media aims to foster.

There’s also the risk of misinformation. AI accounts, if not carefully monitored, could be weaponised to spread false narratives. Meta has committed to labelling AI-generated content to mitigate these risks, but the effectiveness of such measures remains to be seen.

For brands and influencers, the rise of AI bots introduces another complication. If a significant portion of a creator’s followers turns out to be AI-driven, their value as a partner for collaborations and sponsorships could diminish. Brands will need to adopt stricter vetting processes to ensure their campaigns reach real audiences.

Will Users Embrace AI Bots?

One key question is whether users will accept interactions with AI bots. Meta is betting that the dopamine hit from seeing increased likes, comments, and followers will outweigh any concerns about authenticity. After all, users have long sought ways to inflate their social media metrics, whether through “follow-for-follow” tactics or paid engagement services. If AI bots provide a similar boost, many may welcome the change without questioning its source.

However, scepticism remains. Authenticity is a prized currency on social media, and users could push back if they feel overwhelmed by artificial interactions. Meta’s success will depend on its ability to strike a balance between providing value through AI personas and preserving the human element that underpins social connections.