According to the Financial Times, Meta, the company behind Facebook and Instagram, is preparing to launch AI-powered “personas” in its services. These AI characters are anticipated to provide search and recommendation capabilities and could be integrated into platforms like Instagram, Facebook Messenger, and WhatsApp.
According to insider sources, the AI-powered chatbots could have distinct personalities, such as one resembling a surfer offering travel advice and another speaking like Abraham Lincoln. This is a strategic move by Meta to compete on multiple fronts. Initially, incorporating chatbots could increase user engagement in the face of competition from platforms such as TikTok. It also demonstrates Meta’s AI capabilities, pitting it against Microsoft-backed OpenAI and Google’s Bard.
Mark Zuckerberg, the chief executive officer of Meta, has expressed his desire to incorporate “AI personas” into the company’s products. In February, a new product group devoted to generative AI was established, aiming to create AI characters to assist users in various ways. These experiences may include text-based interactions in WhatsApp and Messenger, creative Instagram filters, ad formats, videos, and multimodal experiences.
In early June, indications of a “Chat with an AI” feature in the Instagram app were discovered, suggesting that users would have access to thirty distinct AI personalities capable of answering questions and providing advice. The leak also suggested that the chatbot could assist users in composing messages.
During an earnings call, Zuckerberg reaffirmed the company’s commitment to AI initiatives and disclosed that they are being developed with Facebook’s proprietary LLaMA large language model. He emphasised the potential for artificial intelligence to facilitate connections, improve creative tools for content sharing, and serve as assistance or coach for interacting with businesses and creators.
While Meta emphasises the advantages of these chatbots for users, the Financial Times notes that they could also provide more information about user interests for targeted advertising. Snap, a competitor in the social media industry, has already experimented with sponsored links in its ChatGPT-powered My AI chatbot, indicating the potential for data-driven advertising in this sector.
At its Connect developer event in September, Meta is expected to reveal additional information about its AI roadmap, demonstrating the company’s ongoing efforts to innovate and integrate AI technology across its services.
