Meta deletes AI-generated accounts as consumers express concern ...
Meta has faced a decline in sentiments due to the backlash surrounding its initiative involving AI-generated accounts on Facebook and Instagram. According to media intelligence firm Truescope, the majority of public sentiments surrounding Meta's AI-generated profiles were negative. Some critics believe that Meta's decision was driven by a desire to boost profits through increased user engagement, rather than focusing on improving user experiences.
On the other hand, a smaller group of individuals view AI profiles as a promising feature that could bring value and innovation to the platform with further development and refinement. However, concerns were raised about the potential deception of advertisers and users by the AI-generated profiles, as highlighted by analysis from media intelligence firm CARMA.
Concerns about AI-generated accounts
Netizens expressed their concerns about the ethics of AI personas, particularly emphasizing the importance of genuine human interaction on social media platforms. Prior to the introduction of AI-generated profiles, Meta's sentiments were predominantly positive, but following the implementation, there was a significant increase in negative sentiments, as reported by CARMA.
Connor Hayes, Vice-President of Product for generative AI at Meta, mentioned that the company envisions AI characters coexisting on its platforms alongside human accounts. However, Meta has subsequently taken down the AI-generated accounts after scrutiny by the media. A Meta spokesperson clarified that the accounts were part of a test conducted at an event in 2023 and were managed by humans.
Challenges with AI-generated profiles
One of the AI-generated profiles that garnered attention was the account for a character named "Liv" (@himamaliv) who identified as a proud black queer momma of 2. The revelation that no Black employees were involved in creating "Liv" raised questions about the authenticity and representation of AI personas, leading to discussions about the potential harm caused by such misrepresentations.
Similarly, another AI account featuring a character named "Brian" (@hellograndpabrian), portrayed a Black man as everybody's grandpa, sparking further debate about the credibility and inclusivity of AI-generated profiles.
The rise of virtual influencers
AI accounts and virtual influencers have been gaining traction on social media platforms, with examples like Aitana Lopez, an AI model with a significant following, engaging in various activities and campaigns. Brands like Maxi-Cash and AirAsia have also utilized AI-generated models and virtual influencers to enhance their marketing strategies and engage with consumers in new ways.
Despite the growing acceptance of AI influencers, there are ongoing discussions about the authenticity and credibility of these virtual personalities, particularly among different consumer segments. As the marketing landscape continues to evolve, the role of AI in influencer marketing is likely to shape new trends and approaches in engaging with audiences.
Stay updated with the latest developments in Asia's marketing landscape with MARKETING-INTERACTIVE, your go-to source for industry insights and news.
