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Meta Enables Influencers to Create AI Versions of Themselves

After extensive development, Meta has unveiled the initial phase of its "AI Studio" platform, which allows Instagram creators to develop AI versions of themselves to interact with fans through direct messages.


Meta Enables Influencers to Create AI Versions of Themselves

As demonstrated in the example, these custom AI bots, currently in beta and limited to a select group of creators, can respond to questions in the style of the creator's account. The bots are marked with a stars icon on the message tab, indicating a bot response, and there are disclaimers within the chat to inform users they are interacting with an AI bot.

This should make it clear that users are not conversing with the actual person or account holder. However, clarity may still be an issue.


Meta CEO Mark Zuckerberg announced the AI Studio launch during an interview with YouTuber Kane Sutter. In the interview, he also touched on Meta’s broader AI initiatives, including improved translation and VR hologram-like projections of real people.


The key announcement is the commencement of live testing of AI Studio with select Instagram creators in the U.S. According to Zuckerberg, AI Studio enables creators to build "AI agent" versions of themselves to engage with their community. This feature, integrated into Instagram and recently uncovered by app researcher Alessandro Paluzzi, offers various prompts and tools for generating AI bot variations.


Zuckerberg explained that the primary purpose is to handle fact-based queries, though more complex responses that replicate the creator's style will be more challenging. Creators will have the freedom to train their bots on different aspects of their social media presence, aiming to produce more realistic replicas.


Despite this, Meta does not intend to deceive users into thinking they are interacting with the real person. Zuckerberg emphasised that they are still refining the AI disclosure elements, but there are already several indicators in place.


While the basic use case—handling the numerous queries creators receive and providing generic answers in the creator's style—makes sense, expanding this functionality could be seen as deceptive and contrary to the essence of "social" media platforms.


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