Instagram creators can now engage with their followers through AI avatars, thanks to Meta’s new AI Studio tools.
This feature allows creators to develop AI personas that can respond to messages and chat with fans on their behalf. Initially introduced at last fall’s Connect event, the AI Studio has recently expanded to include more US-based creators, enabling them to create specialized AI characters.
Meta aims to address the challenge faced by popular Instagram users who struggle to keep up with the influx of messages they receive daily. With this new feature, creators can craft an AI that serves as an “extension of themselves,” according to Connor Hayes, VP of Product for AI Studio at Meta. Creators can use their past comments, captions, and video transcripts to help the AI respond authentically.
Mark Zuckerberg has expressed ambitious plans for these chatbots, stating in a recent Bloomberg interview that he envisions “hundreds of millions” of creator-made AIs across Meta’s platforms. However, it remains uncertain whether Instagram users will be eager to interact with AI versions of their favorite creators. Previous attempts to create celebrity-branded chatbots, such as those mimicking Snoop Dogg and Kendall Jenner, did not resonate well with users and have since been discontinued.
Hayes commented on the confusion surrounding celebrity chatbots, noting that users often wondered if they were interacting with the actual celebrity or an AI representation. The new approach aims to provide clarity by allowing public figures to represent themselves through AI.
In addition to creator-focused AIs, Meta will enable all users to create custom AI characters that can discuss specific topics, generate memes, or offer advice. These chatbots will utilize Meta’s new Llama 3.1 model, and users can share their creations and track their usage, although they won’t have access to others’ interactions.
The introduction of these chatbots is part of Meta’s broader strategy to integrate AI into its apps, encouraging users to spend more time engaging with AI features. However, Meta has faced challenges with the accuracy of its AI, and the company has implemented policies to ensure responsible use. A disclaimer will accompany chats with AI characters, indicating that “some messages generated by AI may be inaccurate or inappropriate.”
