Meta wants to drive engagement with fake users

For years, several social-media companies have battled slowing engagement on their platforms. Now Meta has a solution: AI. The company is rolling out a number of AI tools, including one where users can create AI characters on Facebook and Instagram, to help drive engagement on those apps.

“We expect these AIs to actually, over time, exist on our platforms, kind of in the same way that accounts do,” Connor Hayes, vice president of product for generative AI at Meta, told the Financial Times. “They’ll have bios and profile pictures and be able to generate and share content powered by AI on the platform.”