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The Guardian - US
The Guardian - US
Technology
Johana Bhuiyan

Meta is killing off its own AI-powered Instagram and Facebook profiles

Meta Instagram Facebook Connor Hayes
The Meta AI logo appears on a smartphone screen
Meta first introduce these AI-powered profiles in September 2023 but killed off most – but not all – of them by summer 2024. Photograph: Jaque Silva/NurPhoto/Rex/Shutterstock

Meta is deleting Facebook and Instagram profiles of AI characters the company created over a year ago after users rediscovered some of the profiles and engaged them in conversations, screenshots of which went viral.

The company had first introduced these AI-powered profiles in September 2023 but killed off most of them by summer 2024. However, a few characters remained and garnered new interest after the Meta executive Connor Hayes told the Financial Times late last week that the company had plans to roll out more AI character profiles.

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