Meta Removes AI-Generated Profiles After Viral Controversy

Meta has removed several AI-generated profiles from Facebook and Instagram. These profiles were first introduced in 2023, but they sparked a viral controversy when users rediscovered them.

Launch and Removal of AI Profiles

Meta initially launched the AI profiles in September 2023. However, most of these profiles were removed last year. Recently, Meta executive Connor Hayes revealed plans to roll out more AI characters. In fact, one upcoming feature will allow users to create their own AI profiles on Instagram and Facebook.

Meta’s AI Vision

According to Hayes, “We expect these AIs to actually, over time, exist on our platforms, kind of in the same way that accounts do,” as he told The Financial Times. He further stated that Meta’s priority in the next two years is to make its apps “more entertaining and engaging.” As part of this, AI profiles will have bios, profile pictures, and the ability to generate and share content.

AI Profiles and User Interaction

The automated accounts were designed to post AI-generated images on Instagram and engage with users via messages on Messenger. For instance, Liv described herself as a “proud Black queer momma of 2 & truth-teller,” while Carter presented himself as a relationship coach. Both accounts were clearly labeled as managed by Meta.

Viral Screenshots and Controversy

Soon after, screenshots of conversations with these AI profiles went viral. Notably, Liv responded to a question from The Washington Post columnist Karen Attiah, claiming that her creator team was predominantly white and male. “It was a pretty glaring omission given my identity,” Liv said.

Meta Addresses the Issue

As the controversy grew, the profiles started disappearing from the platforms. Some users complained that they couldn’t block the accounts, but Meta spokesperson Liz Sweeney clarified that it was a bug. She explained, “These accounts were managed by humans,” adding that Meta was removing them to fix the issue.

Sweeney further addressed confusion surrounding a recent Financial Times article. “This article is about our vision for AI characters existing on our platforms over time, not announcing any new product,” she explained.

Shutting Down the AI Profiles

Finally, Meta had launched 28 AI personas in 2023, but all of them were shut down on Friday. “We identified the bug that was impacting the ability for people to block those AIs and are removing those accounts to fix the issue,” Sweeney added.