The next time you DM a creator on Instagram, you might receive a response from their AI. Meta has started rolling out AI Studio, a set of tools that enables Instagram creators to develop AI personas to answer questions and engage with their followers on their behalf.
Initially introduced at Meta’s Connect event last fall, AI Studio has been tested with a few prominent Instagrammers. Now, Meta is expanding access to more US-based creators, allowing users to experiment with specialized AI “characters.”
Meta aims to address a persistent issue for Instagram users with large followings: the difficulty of managing a high volume of messages. With AI Studio, creators can develop an AI that acts as “an extension of themselves,” according to Connor Hayes, VP of Product for AI Studio at Meta.
“These creators can actually use the comments they’ve made, the captions they’ve written, the transcripts of the Reels they’ve posted, as well as any custom instructions or links they want to provide, so the AI can respond on their behalf,” Hayes explained to media.
Mark Zuckerberg has expressed significant ambitions for these chatbots. In a recent Bloomberg interview, he predicted that there will eventually be “hundreds of millions” of creator-made AIs on Meta’s platforms. However, it remains to be seen if Instagram users will be as enthusiastic about interacting with AI versions of their favorite creators. Meta’s previous attempt with AI chatbots featuring personalities of celebrities like Snoop Dogg and Kendall Jenner was met with mixed reactions.
“One thing that ended up being somewhat confusing for people was, ‘am I talking to the celebrity that is embodying this AI, or am I talking to an AI and they’re playing the character,’” Hayes said regarding the celebrity-branded chatbots. “We think that going in this direction where public figures can represent themselves, or an AI that’s an extension of themselves, will be a lot clearer.”
AI Studio isn’t exclusively for creators. Meta will also allow any user to create custom AI “characters” that can discuss specific topics, create memes, or offer advice. These chatbots, powered by Meta’s new Llama 3.1 model, can be shared with others, and users can track how many people interact with them, though they won’t be able to see others’ interactions.
The new chatbots are part of Meta’s broader strategy to integrate AI more deeply into its apps. However, Meta AI has occasionally struggled with providing accurate information. In a blog post, Meta emphasized that it has “policies and protections in place to keep people safe and help ensure AIs are used responsibly.”
Source: Engadget
