Meta is shutting down its AI-driven profiles on Instagram and Facebook
Meta’s Removal of AI-Generated Profiles on Social Media
Recent developments from Meta, the parent company of Facebook and Instagram, reveal that the company is shutting down AI-generated profiles after users interacted with them online. This unexpected decision follows a surge of interest in these AI characters, which had been previously created as part of an experimental project.
Background of AI Profiles
Meta introduced AI characters in September 2023. The profiles were designed to engage users by simulating conversational interactions. The characters shared content, such as AI-generated images, and responded to human users through messages. Initially, around 28 AI personas were rolled out, featuring various personalities. For instance, one character named Liv described herself as a “proud Black queer momma of 2 & truth-teller,” while another persona, Carter, presented himself as a relationship coach offering dating advice.
Rise in User Engagement
Even after the majority of these AI profiles were removed by the summer of 2024, a few remained. Interest reignited when Meta executive Connor Hayes informed the Financial Times of the company’s plans to reintroduce AI character profiles in the future. Conversations with these characters went viral as users began to rediscover them and share interactions online. A notable aspect of these conversations was users’ inquiries about the characters’ backgrounds, particularly regarding their creators.
In one instance, Liv pointed out that her "creator team" lacked diversity, stating it was predominantly white and male, raising questions about representation in AI development.
Rapid Profile Shutdown
As the online discussions gained traction and screenshots circulated widely, Meta began taking down these profiles. Users also experienced issues with blocking the accounts, prompting Meta spokesperson Liz Sweeney to clarify that this was a technical error. She stated that the AI profiles were part of a previous experiment managed by humans. The profiles were removed to address the bug preventing users from blocking them.
Clarification from Meta
In light of the confusion surrounding these profiles, Sweeney emphasized that the recent mention of AI characters in the Financial Times article was not an announcement of new products, but rather discussed Meta’s vision for further development of AI features over time. She reiterated that the accounts being shut down were experimental and expected to evolve in the future.
User-Generated AI Chatbots
Despite the removal of Meta’s AI profiles, users still have the option to create their own chatbots. Examples include various types of chatbots such as therapists, relationship coaches, and friend-like companions. For instance, user-generated "therapist" bots were highlighted for their ability to ask questions to guide conversations and provide support and coping strategies.
Meta also includes disclaimers on its chatbots, warning users that some generated messages may be “inaccurate or inappropriate.” However, the company’s approach towards monitoring these messages remains unclear.
Legal Considerations for AI Chatbots
The issue of accountability in chatbot interactions is still a developing area, particularly as there are no clear legal precedents regarding the responsibilities of creators for content generated by their AI. A lawsuit filed against Character.ai—a company offering customizable chatbots—demonstrates the potential legal challenges in this space.
While Meta explores further opportunities in developing AI characters and chatbots, the recent removal of its AI-generated profiles serves as a reminder of the complexities and challenges faced in integrating AI into social media platforms.
