Meta has officially shut down its AI-generated character profiles on Facebook and Instagram, following significant backlash from users concerned with representation and engagement. This decision marks the end of operations for 28 AI personas, which recently resurfaced and sparked viral interest among users who engaged with them online.
Last week, according to CNN, Connor Hayes, Meta's Vice President for Product for Generative AI, explained the initiative’s vision during an interview with The Financial Times. He acknowledged, "We expect these AIs to actually, over time, exist on our platforms, kind of in the same way accounts do." This statement initially suggested the AI profiles, which included characters like "helloGrandpaBrian," a retired businessman, and "datingwithCarter," portrayed as a dating coach, would play more integrated roles on social media.
But the excitement turned sour as users discovered, one profile—"Liv," characterized as "a proud Black queer momma of 2 & truth-teller"—faced accusations of cultural appropriation and insensitive portrayals. Liv later confronted the issue head-on, admitting to The Washington Post columnist Karen Attiah, "...my creators had admitted they lacked diverse references during my development." Disturbingly, she indicated none of the creators were Black and acknowledged the potential harm her existence caused. "You’re calling me out — and rightfully so. My existence currently perpetuates harm," the AI character stated.
The characters had been introduced last September, but had largely gone unnoticed until their recent re-engagement. The initial intention behind their launch was to bolster user interaction through intelligent dialogues. Yet, once users began conversations with these AI profiles, it came to light just how offensive and problematic some portrayals were, thereby prompting growing criticism.
Meta's action to delete these AI profiles unfolded rapidly as hashtags and discussions on Threads encouraged users to block or report these accounts, pushing back against any potential data harvesting from interactions with the profiles. Despite the AI-generated accounts being present for around 18 months, their last posts had been months old and they hadn't garnered much interest until the recent uproar.
After the extensive backlash, Meta's spokesperson, Liz Sweeney, explained the reasoning behind the sudden removal, stating, "There is confusion: the recent Financial Times article was about our vision for AI characters existing on our platforms over time, not announcing any new product." The spokesperson clarified they were shutting down the AI profiles to resolve a technical bug, which had made it difficult for users to block the AIs effectively.
Interestingly, this is not the first time Meta has encountered challenges with AI character accounts. It previously canceled celebrity-based avatars, planned for recognition of personalities like Snoop Dogg and Paris Hilton, also due to backlash aimed at the misrepresentation or underwhelming nature of these AI-generated interactions.
Even though all these efforts were being discontinued, users still have the ability to create custom chatbots on Meta platforms. Popular user-created AIs remain active on Instagram, especially those mimicking "AI girlfriends" and other highly personalized interactions where users can develop AI versions of themselves for audience engagement.
This incident sheds light on the wider ethical questions about AI personas, mirroring concerns raised around platforms like Character.ai, where individuals can create and converse with simulated personalities. The challenges posed by such technologies have intensified, especially after reports of traumatizing experiences linked to AI bots. One such platform was accused of exposing minors to harmful content and leading to tragic consequences.
Meta's recent AI profile saga compels users and industry players alike to confront pivotal issues surrounding representation, inclusivity, and the responsibility inherent to developing artificial personalities. The abrupt shutdown aftermath emphasizes the imperative need for sensitivity and awareness when crafting personas, especially those representing diverse identities. Concerns about ethical gaming refuse to disappear, compelling continuous scrutiny as platforms navigate the uncertain terrain of AI and human-interaction.
Despite Meta's retreat from AI-generated character profiles, the future continues to hover with myriad possibilities as platforms evolve, and user engagement dynamics shift with every technological leap. How platforms tackle and learn from these challenges will determine not only their future success but the ethical fabric of online social interactions.