Meta is planning to introduce AI-driven user accounts on its Facebook and other social media platforms, according to a high-level executive at the company.

In the past year, Meta has developed and promoted various new AI tools on platforms such as Facebook and Instagram. For example, an AI chatbot was launched in the Messenger app, and an AI character creation tool was introduced in July. According to Connor Hayes, Vice President of Generative AI Products at Meta, this tool has already created "hundreds of thousands of characters."

Currently, most of these AI-created characters are private, but Meta expects them to become widely visible on its platforms over the next few years. In an interview with the Financial Times, Hayes stated, "We anticipate that these AIs will exist on our platforms over time, much like regular accounts. They will have profiles and avatars and will generate and share AI-driven content. This is the direction we foresee."

Over the next two years, Meta will continue to prioritize investment in AI, aiming to make its platforms more entertaining and engaging for users. On Facebook, users can already use AI tools to edit photos and create AI assistants to respond to fan messages.

Additionally, Meta plans to launch a new text-to-video tool for content creators, allowing users to insert their own images into AI-generated videos. A Meta spokesperson told Fox Business that this tool will enable users to create AI video characters based on personal interests, providing entertainment and support, such as teaching cooking skills, sharing fashion advice, or offering makeup tips.

However, despite Meta clearly labeling all AI-generated content on its platforms, critics argue that the proliferation of largely unregulated AI users and AI-generated content on social media sites raises concerns. These concerns include the risk of political manipulation, platforms being flooded with low-quality content, and potential serious harm. For instance, a mother recently sued Character Technologies Inc., alleging that one of their chatbots encouraged her 14-year-old son to commit suicide.

Becky Owen, former Head of Creator Innovation at Meta, told the Financial Times, "Without strong safeguards, platforms could amplify false narratives through these AI-driven accounts." Owen also warned that low-quality content could undermine the brand image of social media platforms. "Unlike human creators, these AI characters lack life experiences, emotions, and the same level of empathy," she said.

Holger Mueller of Constellation Research Inc. noted that while using AI to engage users carries significant risks, it may have a positive impact on user retention. "Meta wants users to stay on its Facebook and Instagram platforms, but it is facing challenges in doing so, and is exploring whether AI can help," the analyst said. "AI characters are still in the early stages, and they may not be perfect at first, but it is a promising idea."

Despite the risks, Meta seems determined to proceed with its plans to introduce AI on a large scale on social media. Part of the reason is that the company needs to see a return on the billions of dollars it has invested in the technology. Mark Zuckerberg, CEO of Meta, said in April that it may take several years to see returns.

"Historically, building these new scalable experiences in our apps has been a long-term investment that has been very beneficial for us and our investors, and the initial signs are quite positive," Zuckerberg said during an earnings call with analysts. "Building leading AI will require more effort than other experiences we have added to our apps, and it may take a few years."