Meta will release millions of AI-driven bots on Facebook and Instagram in a move aimed at countering the fall in user engagement, mostly from younger users. These bots will appear as any normal user account, with a profile, bio, and the ability to post and share AI-generated content. According to Meta’s vice president of generative AI, Connor Hayes, hundreds of thousands of such AI characters are already under a private testing phase.
The move, aimed at boosting engagement on the platforms, has brought a backlash from critics accusing Meta of trying to mask its dwindling user base. Many users say adding bots erodes the authenticity of user interactions and could deceive advertisers reliant on real engagement numbers.
The strategy raises ethical questions: critics are afraid that advertisers will wind up paying for fake interactions. Others are concerned that the addition of bots will just overcrowd already cluttered feeds, further annoying users who feel the site is growing increasingly impersonal.
As Meta continues to rely heavily on advertising revenue, the company faces increasing scrutiny over the legality and transparency of using AI bots to inflate engagement numbers. While the bots may temporarily boost activity, they risk alienating remaining users and deepening the platform’s authenticity crisis. Whether this strategy will succeed in reversing Meta’s fortunes or further drive users away remains to be seen.
