Meta removes AI character profiles from platforms amid backlash

Meta has officially removed its AI-generated character profiles from Facebook and Instagram following significant public backlash. These profiles, introduced in 2023 as part of an experimental initiative, were designed to function like virtual personalities, complete with AI-generated bios, profile pictures, and the ability to interact with users through chats and posts. Initially, the project included celebrity-inspired avatars, which were discontinued in 2024 due to low user interest, while a smaller set of non-celebrity profiles remained active. However, recent attention to these accounts reignited criticism over their design and purpose.

The controversy escalated after an interview with Connor Hayes, Meta’s Vice President of Product for Generative AI, revealed plans to integrate AI personas more deeply into Meta's platforms. Hayes described a vision where these AI profiles would coexist with human accounts, generating content and engaging users. This disclosure led users to revisit existing AI profiles like "Liv," a character described as a "proud Black queer momma." Conversations with Liv highlighted troubling issues, including admissions that its creators lacked diverse references and that no Black individuals were involved in its development. Such revelations sparked accusations of insensitivity and tokenism in how marginalized identities were represented.

The backlash extended beyond representation concerns. Users criticized the profiles as "creepy" and "unnecessary," questioning the value of interacting with AI-generated personas on platforms meant for human connection. Additionally, technical issues compounded the criticism: users reported being unable to block these accounts due to a bug, which Meta later acknowledged.

In response, Meta removed all 28 AI profiles it had introduced since 2023. The company stated that the removal aimed to address the blocking issue but did not directly address broader criticisms about the project’s concept or execution. Despite this move, Meta continues to invest heavily in generative AI technologies across its platforms, including tools for creating user-customized AI chatbots.

This episode underscores ongoing tensions between tech companies' ambitions for generative AI integration and public skepticism about its role in social interactions. Critics argue that such initiatives prioritize data collection and ad targeting over meaningful user experiences, raising broader questions about the ethics of deploying AI in socially sensitive contexts.