Meta’s AI bot takeover: A new era for social media
Meta’s logic is coldly pragmatic: People already buy followers and likes. Why would they reject free AI engagement? But if platforms become bot wastelands, the same users could flee to smaller, “human” spaces like Bluesky
On a fine morning, you open your Facebook feed to find a lively debate on the latest issue. At first glance, it seems your notifications are buzzing with genuine reactions. But a closer look reveals many of the reactions and comments coming from profiles with names like "Sadman Sakib" or "Mayeesha Mahzabeen" — common names that sound human, yet belong to "artificial" accounts.
This is the new reality as Meta has launched its wave of bot accounts with AI-generated content.
What Meta is doing and how it works
Meta is now inviting users to create digital characters. These AI-generated profiles come complete with bios, profile pictures, and the ability to share content. The idea is simple: Users can build an artificial presence on platforms like Facebook and Instagram using Meta's new tool.
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"We expect these AIs to exist on our platforms like [human] accounts do," says Connor Hayes, Meta's vice president of generative AI. Meta hopes to keep its platforms engaging and attract a younger crowd, especially as rivals like TikTok and Snapchat continue to innovate.
The process is straightforward. A user employs an AI tool to design a character, set up a profile, and even generate posts. Hundreds of thousands of these characters have already been created.
Many users keep their creations private, while some let them interact openly with the community. This move is part of a broader trend where social media companies use AI to boost engagement and offer new forms of interaction.
Becky Owen, a former Meta executive, sums it up best, "Without safeguards, AI personas could flood platforms with low-quality content — eroding trust and creativity." Meta promises labels for AI-generated posts, but as Owen notes, bots lack "lived experiences or relatability". The result? An internet that feels increasingly hollow.
The dead internet theory
Imagine logging onto Instagram only to realise most "users" liking your posts are bots. This dystopian vision has reignited the discussion around the dead internet theory — the idea that AI has quietly replaced human activity online.
Critics worry that if artificial profiles become too common, genuine human interaction might fade away. Some see Meta's initiative as a step towards this eerie future.
Yet the theory is far from proven. While AI bots can mimic human behaviour and keep feeds buzzing with activity, they lack lived experience and emotion.
While Hayes claims most AI characters are being kept private for now, critics warn of a future where feeds overflow with artificial posts, deepfakes and chatbots peddling misinformation.
The dangers are tangible. A lawsuit cited in Meta's own documents alleges a 14-year-old died by suicide last year after interacting with harmful AI content.
Generative AI models, prone to errors and manipulation, could amplify scams, political propaganda, or abusive messages. Even Elon Musk has tried (with mixed success) to curb bots on X by charging users a fee.
Becky Owen, a former Meta executive, sums it up best, "Without safeguards, AI personas could flood platforms with low-quality content — eroding trust and creativity." Meta promises labels for AI-generated posts, but as Owen notes, bots lack "lived experiences or relatability." The result? An internet that feels increasingly hollow.
On one hand, the technology promises more engagement and creative expression. On the other hand, it risks turning our social spaces into a sea of artificial interactions.
Can AI bots stop users from leaving?
As the number of users on Facebook is shrinking, especially in western countries, a key question now is whether these AI bots can keep users loyal to Meta's platforms. The idea is that constant — even if artificial — engagement might provide the dopamine boost users crave.
Younger audiences might shrug. Only 29% of 18–24-year-olds use AI chatbots, per Experian Data Quality, but Meta bets its bots will feel less like tools and more like "friends".
Need dinner ideas? A French chef bot replies. Want fashion advice? A stylist bot slides into your DMs. For casual users, it is convenient. For influencers, it is a minefield: brands may avoid partnerships if 70% of a creator's audience is bots.
Yet Meta's logic is coldly pragmatic: People already buy followers and likes. Why would they reject free AI engagement? If bots make apps feel livelier, users might stay. But if platforms become bot wastelands, the same users could flee to smaller, "human" spaces like Bluesky.
To tackle this, Meta must therefore strike a careful balance. It needs to harness the benefits of AI-driven engagement without alienating the very users it seeks to retain.
Meta's new strategy is a bold step into the future of social media. By blending the line between human interaction and fake interaction, the company is trying to rewrite the rules of online engagement.
Whether these AI bots will enhance our digital lives or contribute to a "dead internet" remains to be seen. For now, the experiment is underway, and every like, comment and share is part of a grand social evolution.
