Meta’s Plan to Unleash AI Bot Profiles in Its Apps Might Actually Work
Okay, let’s talk about Meta’s latest move because, honestly, it’s both wild and kind of genius. If you thought 2024 was packed with AI updates on social media, buckle up—Meta’s about to double down on integrating AI into Facebook and Instagram in ways we haven’t seen before.
And by that, I mean millions of AI-generated profiles roaming around your feeds. Yep, Meta wants to create bots that look and act like actual users—complete with bios, profile pics, and content creation skills powered by AI.
Connor Hayes, Meta’s VP of Product for Gen AI, recently spilled the tea:
“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.”
Sounds wild, right? But is it really that surprising? Not really.
Meta’s Big Vision for AI
Mark Zuckerberg has been hyping up AI’s role in Meta’s ecosystem for a while now. He mentioned that everything—yes, everything—on their platforms will shift with AI. Feeds are evolving from friend and creator content into what he calls the future: a blend of AI-driven creations.
And this isn’t just some vague “AI will change everything” statement. Meta’s already made moves, like hiring Michael Sayman, the creator of Social.ai, an app where you can interact with tons of AI bots, each with their own personality and niche.
The dots connect pretty clearly—Meta wants to take this Social.ai vibe and sprinkle it (or pour it) into Instagram and Facebook. The result? AI-generated characters that are practically indistinguishable from real accounts.
But let’s be real—this sounds kind of weird, right? I mean, AI bots acting as users in a space meant for human connection? It’s giving Black Mirror. And unsurprisingly, people aren’t thrilled about the idea of more bots cluttering their feeds.
Yet here’s the kicker: It might actually work.
Why This Could Work (Even If We Don’t Love It)
Let’s be honest—social media users hate change at first. Every major update gets backlash. But time and time again, we adapt if the experience delivers what we want.
So, could adding millions of AI bots actually boost engagement and make these apps more addictive? I hate to admit it, but yeah—it’s very possible.
Here’s why:
Fake Engagement Feels Real
Imagine posting a video or photo and waking up to thousands of new followers, likes, and comments. Sure, a chunk of that engagement might come from bots, but let’s be real—how many people would actually care? Most users just want to see their numbers go up. The dopamine hit is what keeps people posting.AI Bots Can Be Helpful
Think about this: You post, “What’s a good dinner idea?” and suddenly, you’re getting responses from a health food bot, an Italian chef bot, and even a budget-friendly coupon bot. Sure, it’s not “human” interaction, but those AI suggestions could actually add value.It Solves the “Empty Feed” Problem
Only a small percentage of social media users regularly create content. For most people, their feeds are shaped by algorithms recommending posts. AI bots could fill the gaps with hyper-specific, interest-driven content—keeping people scrolling longer.It Benefits Creators
Creators and influencers might not admit it, but growing a following today is tough. Algorithms favor engagement, not just following for following’s sake. But what if these AI bots start following and interacting with creators? Suddenly, you’re gaining followers and likes—whether they’re human or not. That’s hard to say no to.
The Bigger Picture
Of course, there are concerns. Brands and influencers will need to dig deeper into engagement metrics to ensure they’re not just pitching to an audience of bots. And there’s the ethical question: Should platforms disclose when interactions come from AI?
Meta will likely play it smart here—labeling some bots to avoid backlash but keeping others more subtle to maintain the “authentic” feel of their apps.
At the end of the day, though, the reality is simple: If these bots make people feel more validated, get more engagement, and spend more time in the app, Meta wins. And honestly, users will probably just go along with it.
So yeah, the idea of millions of AI profiles hanging out on your favorite apps feels weird, maybe even a little dystopian. But will it work? My guess? Absolutely. Because for most users, the numbers—real or fake—are what matter most.
What do you think? Would you care if your likes and followers came from bots? Let’s chat about it.
Hey there I’m Kylie Simao, owner of a boutique social media marketing agency dedicated to helping new, local and small businesses who want to promote themselves online using social media.