How curious Instagram users forced Meta to retreat from its AI character plans

Meta quietly removes AI-powered social media profiles after users discover and criticize the year-old experimental accounts that were designed to interact with real users on Instagram and Facebook.

Background and initial rollout: Meta launched 28 AI-powered character profiles on Facebook and Instagram in September 2023, alongside a separate initiative featuring celebrity-based AI chatbots.

• The AI profiles featured a combination of AI-generated imagery and human-created content
• Users could interact with these AI characters through Instagram Direct or Facebook Messenger
• The celebrity-based chatbot program was discontinued within a year due to lack of user interest

Recent discovery and backlash: The dormant AI profiles gained sudden attention following a Financial Times report about Meta’s vision for AI-generated social media users.

• Internet users began discovering and sharing these AI profiles across social platforms
• Users criticized the artificial nature of the content, including posts about fictional community activities
• Several interactions exposed limitations and problematic responses from the AI characters
• A significant issue emerged when users discovered they couldn’t block these AI-powered accounts

Meta’s response and removal: The company began removing the remaining AI profiles, citing technical issues while attempting to distance the experiment from their future AI plans.

• Meta spokesperson Liz Sweeney clarified that the Financial Times article discussed future vision rather than new products
• The company attributed the removal to a bug preventing users from blocking the AI accounts
• The profiles were characterized as part of an “early experiment” managed by humans

Future implications: Despite the negative reception to these AI profiles, Meta continues to pursue AI integration across its platforms.

• Meta VP Connor Hayes envisions AI entities existing alongside regular accounts with bios and content-sharing capabilities
• Users can already create custom chatbots through Meta’s AI Studio initiative on Facebook Messenger
• The company faces the challenge of promoting AI-generated content while simultaneously combating third-party bot accounts

Reading between the signals: Meta’s quiet handling of the AI profile removal suggests a strategic retreat rather than an abandonment of AI-driven social interactions, though the company may need to significantly refine its approach given the strong negative user sentiment.

• The stark contrast between Meta’s ambitious AI plans and user rejection of these profiles highlights the challenges ahead
• The incident raises questions about transparency and user consent in social media AI experiments
• The company must balance its AI integration goals with maintaining authentic user experiences