Can AI-generated profiles help drive engagement on Meta Group platforms (Instagram and Facebook)? In any case, it is an avenue being studied very seriously by the Tech giant. 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 that these AIs will actually exist, over time, on our platforms, much in the same way that accounts do. They will have bios and profile photos and be able to generate and share content powered by the AI on the platform. This is the direction we see this all heading.
Mark Zuckerberg’s firm has made it a priority to provide its services “more entertaining and engaging” over the next two years. She is convinced that these generative AIs can allow her to take a step further by making interactions more interesting.
In fact, the group already has concrete elements on this subject. Indeed, hundreds of thousands of entirely 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, although, as our colleagues point out, most users maintain these avatars privately.
A criticized track
In any case, this idea is clearly not unanimous. Some experts fear that AI will become a weapon for massively disseminating 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 Meta’s creator innovation team, warns:
Without strong safeguards, 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 are flooded with poor quality content. You only have to take a look at these platforms today to see that videos and images generated by AI are already very numerous and rarely inspired.
What do you think of this idea of entirely AI-generated profiles? Tell us in the comments.
