Meta is planning to deploy millions of AI-bots on Facebook and Instagram as user base shrinks

Meta, the tech giant behind Facebook and Instagram, is facing backlash after announcing plans to introduce millions of AI-bot “users” to its platforms. The move, revealed by a report in the Financial Times, aims to counter declining user engagement by populating the platforms with AI “characters” designed to mimic real accounts.

These bots, according to Meta’s vice-president of product for generative AI, Connor Hayes, will function similarly to traditional user accounts, complete with bios, profile pictures, and the ability to create and share AI-generated content. While no timeline has been provided for the full rollout, Hayes disclosed that hundreds of thousands of these characters already exist in a private testing phase.

Mixed reactions from users

The announcement has sparked an uproar on social media platforms like Reddit, where sceptics accuse Meta of attempting to mask its shrinking user base. Critics argue that the addition of bots undermines the authenticity of user interactions and misleads advertisers who rely on accurate engagement metrics to target real customers.

Redditors on the r/futurology subreddit pointed out the ethical implications of this strategy. Some users expressed concern that advertisers might unknowingly pay for fake engagement, while others criticised the potential for bots to clutter already algorithmically overloaded feeds. Many see the plan as yet another reason to abandon Facebook altogether, citing frustrations with an increasingly impersonal user experience dominated by irrelevant content.

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Advertising and ethical concerns

Meta’s heavy reliance on advertising revenue has raised questions about the legality and transparency of this strategy. Critics argue that promoting inflated engagement numbers driven by AI bots could amount to misleading advertising partners. If advertisers pay for impressions and interactions that aren’t generated by real users, it could damage trust in Meta’s platforms.

Moreover, concerns about the ethical use of AI bots have amplified. While the technology might boost activity metrics in the short term, critics worry it will further alienate users already frustrated with the platform’s diminishing authenticity.

A struggle to stay relevant

As Meta grapples with declining popularity, particularly among younger audiences, its AI-driven strategy appears to be a bold—if controversial—attempt to maintain relevance. However, the decision to flood feeds with bots risks further alienating its remaining users, especially those already disenchanted by the platform’s current state.

While Meta pitches the bots as a way to enhance engagement, many view them as a desperate measure to inflate activity and sustain ad revenue. Whether this gamble will pay off or deepen the exodus of users remains to be seen. For now, the move is seen by many as a troubling step toward an artificial and impersonal social media experience.