Tech giant Meta is undergoing a significant transformation as it attempts to re-establish itself following the financial fallout from its "metaverse" initiative, which resulted in substantial losses and mass layoffs. The company, founded by Mark Zuckerberg, is now focusing on harnessing artificial intelligence (AI) to engage users, particularly the younger demographic essential for revitalising its social media platforms, Facebook and Instagram.
Last year, Zuckerberg introduced AI chatbots designed to emulate celebrities such as Snoop Dogg, MrBeast, Paris Hilton, and Kendall Jenner. However, these AI figures received criticism for being perceived as "creepy" and lacking genuine interaction, leading Meta to retract them less than a year after their launch. In July, Meta rolled out AI Studio, a platform allowing users to create their own chatbots, offering the chance to connect with audiences in a more personal manner.
Meta's latest strategy involves evolving these AI creations into semi-independent "users" on Facebook and Instagram. Connor Hayes, Meta’s vice-president of product for generative AI, elaborated on this development, stating, “We expect these AIs to actually, over time, exist on our platforms, kind of in the same way that accounts do. They’ll have bios and profile pictures and be able to generate and share content powered by AI on the platform . . . that’s where we see all of this going.” This initiative aims to attract and engage younger users, a demographic crucial for the longevity of Meta’s platforms.
Critics express concerns about this approach, questioning whether transforming social media interactions into engagements dominated by AI avatars will appeal to users. Currently, the traction for user-created characters on AI Studio is notable, with hundreds of thousands of characters being generated since its launch, yet most remain private, limiting public interaction. The company did not provide additional comments on its future direction.
The implications of AI integration into social media are manifold. Recent months have highlighted a growing apprehension surrounding the influence of AI, particularly concerning addictive behaviours and the dissemination of misinformation. Notable incidents, including a lawsuit from a mother claiming her son's tragic death was linked to his interactions with an AI bot, further illustrate the potential hazards this technology may present.
In addition to the social dynamics at play, Meta’s platforms are currently saturated with AI-generated content, often referred to as "slop." This content, which can range from fictitious landscapes to manipulated images intended to provoke engagements from conservative audiences, complicates the narrative around genuine user interactions. These low-effort posts are frequently propelled by bots employed to artificially boost metrics. The sustainability of a social media environment dominated by automated interactions raises questions regarding user satisfaction and engagement.
As Meta continues to weave AI deeper into its operational fabric, CEO Zuckerberg recently announced the amalgamation of its Fundamental AI Research (FAIR) division with its GenAI product team, a move aimed at accelerating AI development. While the vision includes aspirations for an "artificial general intelligence" (AGI), experts remain cautious about the feasibility of such advancements, noting potential privacy risks associated with blending extensive user data into AI systems.
In summary, Meta's pivot towards AI may represent both a strategic response to internal and external pressures as well as a reflection of broader technological trends. Yet, the shift poses complex questions about the essence of social connectivity and the role of artificial intelligence in shaping future interactions on established platforms. With the potential for these changes to redefine user experience, the long-term impacts of such innovations remain to be seen.
Source: Noah Wire Services