Meta, the company behind Facebook and Instagram, is taking a bold step that could reshape the way we experience social media. In a story initially broke by the Financial Times, the tech giant plans to introduce AI-generated users—virtual profiles that interact much like real accounts. This ambitious move is sparking conversations about how artificial intelligence could redefine online platforms.
What Are Meta’s AI-Generated Users?
These AI profiles, created through Meta’s generative AI tools, will have bios, profile pictures, and the ability to post and share content. They’ll mimic human accounts, providing a new way for users to interact with the platform.
Connor Hayes, Meta’s vice president of product for generative AI, explained:
“We expect these AIs to actually, over time, exist on our platforms, kind of in the same way that accounts do.”
The goal is to make social media more dynamic, with AI characters playing roles ranging from virtual assistants to creative content generators.
Why Is Meta Doing This?
Meta’s move comes as it faces growing competition from platforms like TikTok and Snapchat, which have been particularly successful with younger audiences. By integrating AI-generated users, Meta hopes to make its apps more engaging and appealing to its 3 billion users worldwide.

Since launching its AI Studio earlier this year, users have already created hundreds of thousands of AI characters, though most are still private. Meta aims to expand the availability of these tools and add features like text-to-video generation and AI avatars for influencers.
Opportunities for Creators and Brands
For creators and businesses, this technology opens up unique possibilities. Influencers could use AI versions of themselves to interact with followers, while brands might deploy virtual characters to engage customers around the clock.
Some potential uses include:
- Customer Support: Virtual profiles could respond to questions or provide recommendations in real-time.
- Content Creation: Brands could experiment with new formats, such as AI-generated videos tailored to specific audiences.
Challenges and Risks
Despite the excitement, there are concerns about how AI-generated users could impact social media. Critics warn of potential risks, including misinformation, loss of authenticity, and harm to content quality.

1. Misinformation
AI profiles could inadvertently spread false information. While Meta has promised to label AI-generated content, managing this at scale will be a significant challenge.
2. Content Overload
The influx of AI-driven posts might dilute the quality of content on platforms. Becky Owen, a former Meta executive, expressed concern:
“Unlike human creators, these AI personas don’t have lived experiences, emotions, or the same capacity for relatability.”
3. User Trust
Social media thrives on genuine human connection. If users feel overwhelmed by artificial accounts, trust in the platform could erode.
The Bigger Picture
Meta’s push into AI is part of a larger strategy to lead the AI revolution. The company has already introduced features like chatbots, photo editing tools, and experimental video generation. While these innovations are exciting, they also highlight Meta’s need to evolve after its metaverse initiative fell flat.
The integration of AI-generated users raises questions about the future of social media:
- Can platforms balance innovation with user trust?
- How will creators adapt to a space where AI competes for attention?
- Will users embrace or reject these virtual interactions?
Update 1.3.25
Following the announcement of Meta’s new AI influencers last week, users began noticing these AI accounts appearing on their feeds starting on January 3, 2025. But with news and backlash quickly spreading across popular social media sites including Reddit, reports started coming in that Meta began removing a large portion of their AI users in less than 3 hours after launch.
As shown in the image below, the AI users were identified on Instagram with a tag reading ‘AI managed by Meta.’ This raises the question: how long until Meta removes this label and allows their AI to seamlessly integrate into the platform?



We will continue to update you as this story develops.
Final Thoughts
Meta’s introduction of AI-generated users is a bold move that could change how we connect online. While the technology offers exciting possibilities, it also presents challenges that Meta will need to address carefully. As these developments unfold, they’ll likely spark important conversations about what we value in digital interactions.
What’s your take? Are AI-generated users the next big thing or a step in the wrong direction? Let us know in the comments!