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Meta is planning to introduce AI-powered personas on Facebook and Instagram as soon as next month, according to a Financial Times report. These personas will offer users a new way to search on the platform, get recommendations, and interact with products. They will also have human-like conversations with the nearly 4 billion active users of the social media giant.
The personas will have different personalities that match their functions. For example, the persona that gives travel suggestions will have a surfer-like style of chatting, while another one will imitate the speech of Abraham Lincoln.
Meta CEO Mark Zuckerberg first shared his vision of building AI personas into the company’s products in February, when he said that the company is focusing on developing AI personas that can “help people in a variety of ways.” He mentioned that the company is exploring “experiences with text (like chat in WhatsApp and Messenger), with images (like creative Instagram filters and ad formats), and with video and multi-modal experiences.”
The AI personas could be a way to boost engagement with services such as Facebook and Instagram, which are facing competition from the Chinese short-video app TikTok. They could also showcase Meta’s AI capabilities as the company competes with Microsoft-backed OpenAI and Google, according to the report.
While there’s no word on when to expect these AI personas on Meta’s apps, they could be launching quite soon. In early June, app researcher Alessandro Paluzzi discovered signs of a new “Chat with an AI” feature in the Instagram app that would allow users to ask questions, get advice, and compose messages from 30 different AI personalities.
Zuckerberg also talked about the company’s AI initiatives in an earnings call last week. He said that the new personas are being built using LLaMA, the company’s own AI large language model.
