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The AI-powered characters could provide features like search or recommendations. CEO Mark Zuckerberg has previously talked about building AI personas into services including Instagram, Facebook Messenger, and WhatsApp.


Meta could launch AI-powered “personas” in its services — which include Facebook and Instagram — as soon as next month, giving users a new way to search, get recommendations, and otherwise engage with its products, the Financial Times reports. Citing conversations with three company insiders, the FT notes that the chatbots could come with distinct personalities, including one that offers travel recommendations “in the style of a surfer” and another that speaks like Abraham Lincoln.

The imminent launch could help Meta compete on two fronts. On the one hand, built-in chatbots could be a way to boost engagement with services like Facebook and Instagram in the face of competition from the likes of TikTok. On the other, the chatbots could serve as a display of Meta’s AI capabilities as it competes with Microsoft-backed OpenAI and Google’s Bard.

Meta CEO Mark Zuckerberg has been open about his plans to build “AI personas” into the company’s products. In February he announced the creation of a new product group focused on generative AI. “Over the longer term, we’ll focus on developing AI personas that can help people in a variety of ways,” Zuckerberg wrote. “We’re exploring experiences with text (like chat in WhatsApp and Messenger), with images (like creative Instagram filters and ad formats), and with video and multi-modal experiences.”