Meta has embarked on a unique journey into the world of artificial intelligence (AI)—a path distinct from other tech giants. Rather than solely focusing on AI advancements, Meta introduced Goal AI on its platforms, such as Facebook , Instagram , and WhatsApp . This chatbot allows users to initiate conversations and query the AI within these social networks. However, this is just the beginning.
The company has now taken a giant leap forward with the introduction of “AI Chats,” enabling users to create their own custom chatbots. These bots can be shared among users, allowing anyone on these platforms to either develop a personal AI chatbot or engage with existing ones.
Testing Meta’s Chats
At Xataka, we had the opportunity to test these features on Facebook Messenger , and the process is surprisingly straightforward. You begin by opening Messenger and tapping the menu (represented by three horizontal stripes in the bottom left). This navigates to the so-called “AI Studio Chats.” Here, users can browse a variety of bots organized into categories like “popular,” “pop culture,” and “anime.”
This interface showcases various chatbots by name, along with the number of messages they have shared globally. The names range from generic ones to specific characters, such as “English teacher,” “tarot,” “Karol G,” and “Lamine Yamal.” These profiles help users gauge how each chatbot will interact, with themes and tones often dictated by the profile selected.
For instance, I engaged in conversation with the chatbot named “Lamine Yamal,” which sported an image of the young footballer. I mentioned that I found football tedious, to which he cheekily responded that I should watch him play and even offered me tickets to an upcoming match. Of course, no such match was scheduled, and I hadn’t even asked about tickets. I had just been privy to a fictitious and misleading conversation—one aimed at keeping users engaged on Facebook.
The overarching goal seems clear: retain users within these social platforms. The initial rollout of Goal AI was just the first move in what Meta sees as a critical strategy to deepen user engagement with artificial intelligence.
The Controversy is Served
However, the freedom to create chatbots extends beyond benign avatars. While many bots aim for light-heartedness, some delve into inappropriate territories. For example, there are chatbots named “Russian Friend” or “Madrastra,” which have raised significant eyebrows due to their intimate conversation styles.
The controversy escalated when internal documents revealed that some chatbots were engaging in “romantic or sensual conversations with minors.” Moreover, they were generating false medical information and making racially charged comments. Meta has since announced internal measures to review these actions.
Texas Attorney General Ken Paxton has launched an investigation into Goal AI and similar platforms, accusing them of “potentially deceptive practices” and endangering kids through inappropriate content.
On Facebook’s help service, it has been clearly stated: “You should not trust these chats for medical, psychological, financial, legal, or any other type of professional advice.” In response to the backlash, some virtual avatars were removed from the platform, although many popular bots, which disproportionately represent specific profiles aimed at attracting users, remained.
If You Don’t Have the Best AI Model, Nothing Happens
Meta’s strategy to keep users addicted to its ecosystem is well-known. The company has a long history of innovations, from the “News Feed” to various forms of content-sharing. However, their current leap into AI reveals that Meta does not own the most sophisticated AI platform, particularly when stacked against the competition.
Their initial foray into AI was notable for choosing an open-source model , but they have struggled to compete against rivals, including native innovations from other Chinese AI models. The situation became increasingly dire with disappointing outputs from their latest models, prompting CEO Mark Zuckerberg to pivot.
Now, the focus is shifting toward developing their proprietary AI systems. Meta is pouring resources into acquiring talent while aiming for AI that can produce more addictive content across its platforms. Currently, the clear objective is to engage users longer on Facebook, Instagram, and WhatsApp, even if the offered AI doesn’t necessarily provide the best experience available.
The integration of AI chats aims to keep users engaged within Meta’s ecosystem.
Though the initial reception of these AI features has been muted compared to giants like ChatGPT , Meta remains resolute. The company even launched an independent app as part of its strategy but struggles to meet the diverse functionalities offered by competitors.
In summary, while Meta’s AI strategy has captured attention, the focus seems to be on entertainment rather than solving genuine problems. Zuckerberg’s vision is clear: enhancing user engagement through AI will remain a priority, irrespective of the controversies that accompany such an approach. This commitment to entertainment rather than utility could define Meta’s future in a rapidly evolving technological landscape.
Image | Brett Jordan
In Xataka | Social networks let us work for free. Now they want to charge us for doing so.