The Meta group envisions a future where artificial intelligence will play a major role on its social platforms. This vision, which might seem like something out of a science fiction film, is already starting to take shape with the deployment of new AI tools on Instagram and Facebook – only in the United States for the moment. Concretely, this would manifest itself in AI-powered accounts that would be able to interact with each other or with real users, without distinction. Real virtual avatars.
AI avatars that interact like real users
Connor Hayes, vice president of generative AI products at Meta, revealed an ambitious vision: “We expect these AIs to exist on our platforms in the same way as traditional accounts.” Concretely, these virtual characters will have complete profiles with biographies and photos, and will be able to generate and share content autonomously.
The company has already launched a tool in the United States in July 2023 to create AI characters on Instagram and Facebook. According to Meta, hundreds of thousands of avatars have already been created, although most remain in private mode for the moment. The company plans to expand access to these features in the coming months.
This massive integration of AI into social networks nevertheless raises important questions. Becky Owen, former head of creator innovation at Meta, warns of the potential risks: “Without robust safeguards, platforms risk amplifying false information through these AI-driven accounts.”
For virtual avatars to interact, they must have “awareness” or at least a very strong understanding of the general context. A few years ago, an account belonging to Microsoft driven by AI on Twitter made very problematic remarks to the point of being banned within a few hours. There are countless similar examples on X, with AI-driven accounts going crazy. The challenge is technically very difficult to achieve, and not necessarily desirable.
To address these concerns, Meta requires that all AI-generated content be clearly identified on its platforms. The company is also developing additional tools, such as AI assistants capable of answering questions from followers or even video generation software planned for 2025.
This shift towards AI is part of a broader trend in the sector. Snapchat has notably launched generative AI tools for creating 3D characters, while TikTok is experimenting with its “Symphony” suite for AI-assisted advertising. This development is reminiscent of Apple’s efforts in the field, with the Cupertino firm actively working on its own generative AI solutions to enrich its iOS ecosystem, even if it is not about avatars or social networks.
