If you thought 2024 marked the height of social platforms integrating artificial intelligence into their apps, prepare for 2025 to take things even further. Meta is gearing up to embed AI into its platforms like never before—this time by deploying millions of generative AI characters to pose as actual users on Facebook and Instagram.
This ambitious plan, recently outlined by Connor Hayes, Meta’s VP of Product for Generative AI, will introduce AI profiles that mimic real users. Hayes explains these profiles will have bios, profile pictures, and the ability to create and share content, just like any human user.
As Meta CEO Mark Zuckerberg hinted earlier in the year, “Every part of what we do is going to get changed in some way [by AI].” Now, it’s becoming clearer what he meant. Meta isn’t just betting on users adopting AI tools to create content—it’s planning to populate its platforms with AI-generated personalities.
From Social.ai to Mainstream Meta
Meta’s strategy may build upon concepts from Social.ai, an app created by Michael Sayman (recently hired by Meta), which allows users to interact with millions of AI bots. Each bot in Social.ai has a unique personality and area of expertise, creating diverse interactions. Incorporating this model into Facebook and Instagram would showcase the capabilities of Meta’s AI models while introducing new ways to engage users.
However, the internet’s reaction to this plan has been predictably negative. Many users recoil at the idea of bots infiltrating their social feeds, fearing a further drift from authentic human connection. But the real question isn’t whether people like the idea—it’s whether it will work.
Why AI Bots Might Boost Engagement
In a world where growing a social media following has become increasingly difficult, Meta’s AI bots could serve as a new engagement strategy. Platforms like Threads have struggled to help users build followings, while competitors like Bluesky have gained traction by prioritizing organic connections. Meta knows that users crave attention—likes, comments, and followers—and its algorithm is already designed to optimize engagement.
Enter AI bots. These profiles could follow accounts aligned with their areas of interest, engage with user posts, and even provide encouragement or feedback. The result? Users see their follower counts climb and their posts gain interactions, all of which deliver a dopamine boost—even if it’s from artificial accounts.
Will People Care if It’s Fake?
The big unknown is whether users will mind that their new followers and likes are coming from AI bots rather than real people. History suggests they won’t. Many users have already engaged in “follow-for-follow” schemes, bought bot followers, or paid for likes to inflate their social status. If Meta’s bots make engagement feel more genuine—even artificially—it’s likely users will embrace the change.
There’s even a practical value to AI bots. Imagine posting, “What should I cook tonight?” and receiving tailored advice from a French chef bot, a health-conscious foodie bot, or a budget-friendly deals bot. This kind of interaction could enhance the user experience in ways that are both engaging and helpful.
The Challenges for Influencers and Brands
The rise of AI bots will undoubtedly create complications for influencers and brands. With bots inflating follower counts, brands will need to scrutinize influencers more carefully to ensure their audience is real and valuable. But even with disclosure labels (which Meta will likely try to downplay), many users and brands might accept this new reality, given the allure of higher engagement metrics.
A Risky but Strategic Gamble
Meta’s plan to flood its platforms with AI bots sounds dystopian at first blush, but it could be a strategic move. If users embrace the added engagement, Meta stands to gain increased time spent on its apps and greater reliance on its platforms.
The question isn’t whether this aligns with the original vision of social media as a space for human connection. The question is whether it will keep users scrolling, posting, and engaging—and the answer may well be yes.
What do you think? Could Meta’s AI bot strategy redefine social media, or does it risk alienating its audience? Let us know your thoughts in the comments!