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An article from


META WILL ENABLE INFLUENCERS TO CREATE AI VERSIONS OF THEMSELVES

Published June 27, 2024
By
Andrew Hutchinson Content and Social Media Manager
 * 
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It’s been in development for a while, and today, Meta’s launching the first
stage of its “AI Studio” platform, which will enable creators on Instagram to
build AI versions of themselves that can interact with fans via DM.



As you can see in this example, Meta’s custom AI bots, currently in beta, and in
limited testing with selected creators, will be able to answer questions in the
style of that account.

The AI bot will have a stars icon on the message tab, signalling that this is a
bot response stream, while there are also disclaimer notes in the chat,
explaining that it’s an AI bot that you’re engaging with.

So it *should* be clear to all that you’re not talking to the actual person or
account holder. But then again...

Meta CEO Mark Zuckerberg made the announcement during an interview with YouTuber
Kane Sutter, in which he also discussed various elements of Meta’s broader AI
plans.



Most of Zuck’s comments are fairly vague and broad-reaching, with a few
indicators of its coming AI updates (improved translation, hologram-like
projections of real people in VR).

But the main announcement is the launch of live testing of AI Studio with
selected IG creators in the U.S.




Zuckerberg says that AI Studio will enable creators to build an “AI agent”
version of themselves to interact with their community. The process, built into
Instagram (which app researcher Alessandro Paluzzi uncovered recently), will
provide various prompts and tools to generate these AI bot variations.



The main focus, or the simple use case, according to Zuckerberg, is to answer
fact-based queries, with the more challenging element coming in answers that are
more creative, and replicate the style of the creator. Zuckerberg says that
creators will have the freedom to train their bots on different aspects of their
social media presence, and through this, that should enable them to generate
more life-like replicas of themselves.

Yet, as noted, Meta also doesn’t want to trick people into thinking they’re
engaging with the real person. Zuckerberg noted that they’re still working on
the AI disclosure elements, but there are various signifiers in-stream.



But the bigger question that I have is “Why?” Why would people want to engage
with a bot that sounds like a person of profile, when they’re not actually
engaging with a human at all?

I mean, I get the basic use case, in regards to creators getting a heap of
queries, and only having so much time to personally respond. This is the
fact-based element, where the bots will be able to provide, essentially, generic
answers to common questions, in the style of the creator. But expanding into
other areas seems inherently deceptive, and also, counter to the entire focus of
“social” media platforms.

Right?



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Sutter posed the same question in his interview with Zuckerberg, noting that
there will be some trepidation, from creators and their audiences, about eroding
that real connection within the medium. Zuckerberg played it down somewhat in
his response, but really, there doesn’t seem to be any real value in having AI
bots that simulate actual humans, especially within apps that are geared around
authentic connection.

It seems like a step away from the core use case of social, and into something
else, a platform where bots end up engaging with bots, and real humans are
sidelined in favor of automated engagement.

Haven’t users been complaining about bots for years? Hasn’t inauthentic
interaction always been a problem on social apps? But now we’re not only
encouraging it, but directly using it to replace humans.

Because the technology is better now, and more convincing? Is that the reason
why people have always been annoyed by bots?

I don’t know, it doesn’t feel like the right way to lean into the AI trend, but
Meta seems convinced that robot versions of celebrities and influencers will be
a valuable add on, for some reason.

Zuckerberg also notes that, eventually, people will also be able to create UGC
AI characters as well, that can interact with people in different ways and
styles.

Though again, is there any actual demand for this? Will it add value?

I’m not sure that Meta’s initial experiments with celebrity-influenced bots
really caught on, but Meta’s pushing ahead, which will bring more endorsed bot
engagement in-stream.

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EDITORS’ PICKS

 * Retrieved from Daniel Oberhaus/Wikimedia Commons on April 18, 2022
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   The key to maximizing a social media marketing strategy is to ground
   the approach in purpose.
   
   By Andrew Hutchinson • Jan. 19, 2024


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Industry Dive expands self-service offerings to include event promotion
From Industry Dive
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Milestone
From SugarDaddyMeet
June 24, 2024
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From ThunderClap.it
June 14, 2024
Editors’ picks
 * Retrieved from Daniel Oberhaus/Wikimedia Commons on April 18, 2022
   Tracker
   
   
   THE COMPLETE ELON MUSK–TWITTER SAGA
   
   For months, we’ve been tracking Elon Musk’s $44 billion deal with Twitter.
   Now that the deal is done, we watch as the Musk-Twitter era begins.
   
   By Andrew Hutchinson and Emma Wiltshire • Nov. 2, 2022
 * SARINYAPINNGAM via Getty Images
   Deep Dive
   
   
   3 STEPS FOR ESTABLISHING A CORE MARKETING MESSAGE
   
   The key to maximizing a social media marketing strategy is to ground
   the approach in purpose.
   
   By Andrew Hutchinson • Jan. 19, 2024

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