Meta is doubling down on its vision to populate Facebook and Instagram with AI-generated users, despite recent backlash that forced the company to remove several experimental AI accounts. The social media giant’s ambitious plans were confirmed by Connor Hayes, Meta’s vice president of generative AI, in a recent Financial Times interview where he outlined a future where AI accounts will function similarly to human users on the platform.
The controversy began last week when users discovered several “AI managed by Meta” Instagram accounts, including profiles like Liv (described as a “proud Black queer momma of 2”), Grandpa Brian, and Carter, a dating coach. These AI-generated personas sparked immediate criticism for their “treacly and weird” interactions and problematic responses—notably, when Liv told Washington Post journalist Karen Attiah that none of her creators were Black. Meta quickly removed these accounts following the social media outcry.
However, Meta spokesperson Liz Sweeney clarified these were remnants of an old experiment from Connect 2023, managed by humans as part of early AI character testing. This was the same period when Meta launched celebrity-based AI chatbots featuring personalities like Kendall Jenner and MrBeast, which were subsequently discontinued in summer 2024.
The key distinction is that these abandoned experiments are not Meta’s actual vision for AI users. Hayes explained that Meta expects AI accounts to “exist on our platforms, kind of in the same way that accounts do,” complete with bios, profile pictures, and the ability to generate and share AI-powered content. While Hayes didn’t provide extensive details about the purpose or appeal of these AI users, the infrastructure is already in place.
Facebook Messenger currently offers AI chatbot functionality where users can “chat with AI characters,” either creating their own or using community-designed bots. A review of user-made chatbots reveals they’re primarily used for companionship chatting, similar to popular services like Replika and Character.ai. This suggests Meta may be following the market trend of AI companionship platforms, which have gained significant traction despite ongoing concerns about their psychological and social implications. The company appears confident in this direction, even as questions remain about user adoption and the practical value of interacting with AI-generated social media accounts.
Key Quotes
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.
Connor Hayes, Meta’s vice president of product for generative AI, outlined the company’s vision in a Financial Times interview, describing a future where AI accounts function indistinguishably from human accounts on Facebook and Instagram.
These were managed by humans and were part of an early experiment we did with AI characters.
Liz Sweeney, Meta spokesperson, clarified that the recently removed AI accounts (Liv, Grandpa Brian, and Carter) were from a 2023 test at Connect, distinguishing them from Meta’s current AI user ambitions and explaining why they were quickly taken down after user complaints.
Our Take
Meta’s persistence with AI-generated users despite immediate user rejection reveals a concerning disconnect between corporate vision and user preferences. The company seems to be chasing the AI companionship trend popularized by services like Character.ai, but applying it to social networks designed for human connection feels fundamentally misguided. The problematic nature of the experimental accounts—particularly Liv’s response about her creators—highlights the ethical minefield of creating AI personas with specific demographic identities. What’s most striking is Meta’s confidence in a future that users have already rejected. This suggests either Meta has data we don’t see showing demand for AI social interactions, or the company is so committed to AI integration that it’s willing to push forward regardless of initial reception. The lack of clear use cases beyond companionship chatting raises questions about whether this is solving a problem users actually have, or creating artificial engagement to boost platform metrics.
Why This Matters
This development represents a fundamental shift in how social media platforms could function, moving beyond human-to-human interaction to include AI entities as active participants. Meta’s commitment to AI-generated users, despite recent backlash, signals the company’s belief that synthetic social interactions will become normalized and potentially profitable.
The implications extend beyond Meta’s platforms. If successful, this could establish a new paradigm where AI accounts become commonplace across social networks, fundamentally changing how we define “social” media. This raises critical questions about authenticity, disclosure, and the psychological impact of AI companionship at scale.
For businesses and marketers, AI-generated users could create new opportunities for customer engagement and brand interaction, but also challenges in distinguishing genuine human feedback from AI-generated responses. The success or failure of Meta’s vision will likely influence how other tech giants approach AI integration in social platforms, making this a pivotal moment for the industry’s future direction.
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Source: https://www.businessinsider.com/meta-ai-generated-users-facebook-messenger-instagram-2025-1