AI Characters To Dominate Social Media in 2025
Meta intends to add even more AI integration to social feeds in 2025, with plans to deploy millions of generative AI characters to pose as real users on Facebook and Instagram. These AI entities are already actively engaging users and facilitating interactions. But what does this mean for authenticity, trust, and the future of social media platforms?
Meta’s AI Experiment: Profiles That Feel Real
Meta has announced plans to introduce AI profiles on Facebook and Instagram, complete with bios and the ability to post, comment, and interact like real users. However, many users may not even realize they’re engaging with bots.
Connor Hayes, Meta’s VP of product for Gen AI, explains, “We expect these AIs to actually, over time, exist on our platforms, kind of in the same way that accounts do. They’ll have bios and profile pictures and be able to generate and share content powered by AI on the platform.”
Critics may argue that this is dishonest and sets a poor precedent, raising concerns about authenticity and potentially mental health. Yet Meta’s data suggests otherwise and early experiments have shown that users are responding positively to AI-generated content—even when it’s noticeably artificial.
For example, a recent AI-generated Facebook post—described as “clearly AI-generated”—still managed to spark significant engagement so some may dismiss such content, but a majority of users seem drawn to its interactive nature.
In an interview at South Park Commons back in August 2024, Mark Zuckerberg provided insight into Meta’s longer-term plans, his vision for the metaverse, the development of AR glasses and more, suggesting, among other things, that “every part of what we do is going to get changed in some way [by AI]. [For example,] feeds are going to go from—you know, it was already friend content, and now it’s largely creators. In the future, a lot of it is going to be AI-generated.”
AI Characters: Meta and Beyond
Meta is not alone in exploring AI-driven engagement. In China, TikTok’s parent company, ByteDance, has already embraced AI-generated characters on platforms like Douyin. These digital avatars, which sell products on live streams 24/7, have become a phenomenon. ByteDance’s success has led to the registration of over 993,000 digital avatar companies in China, illustrating the growing demand for AI-powered interactions.
Meta is also experimenting with AI chatbots modeled after creators and celebrities. These bots, designed to emulate the style and persona of well-known figures, aim to enhance engagement even more.
One high-profile Meta hire, Michael Sayman, previously created an app with thousands of AI characters. In a LinkedIn post, he noted that “tens of thousands” of users had signed up for the app, with many engaging regularly—a testament to the appeal of AI characters.
Why Users Engage With AI
Despite skepticism, the data is clear: AI characters generate massive engagement. TikTok has leveraged its “Symphony” creative studio to create video characters, allowing businesses and creators to produce engaging, AI-powered content. Similarly, ByteDance’s AI hosts showcase products with precision and consistency, outperforming their human counterparts in certain cases.
Meta’s experiments are underpinned by similar logic. The company knows that even if some users find AI bots “weird” or “off-putting,” many more will interact with them. As we’ve all seen, AI image generators are only getting better while also moving into video, meaning the line between real and artificial engagement will continue to blur and perhaps become somewhat errelavent.
The Business Opportunity
For brands, AI offers a new frontier. AI profiles and avatars can serve as 24/7 representatives, answering questions, promoting products, and driving engagement. Platforms like Douyin already demonstrate how these tools can revolutionize e-commerce, with AI characters hosting live streams and showcasing products at scale.
However, this also presents challenges. Brands must navigate issues of trust and authenticity, ensuring that their campaigns resonate with real people. As AI becomes more integrated into social media, transparency will be key to maintaining user trust.
TikTok Symphony, Creative AI suite
What’s Next for Social Media?
AI profiles and characters are reshaping the concept of “social” in social media. Platforms are moving from human-to-human interactions to algorithm-driven engagement, where AI tools play an active role in connecting users with content.
While this shift may feel unsettling, it aligns with broader trends in how people consume content online. TikTok’s recommendation algorithms, for instance, have already accustomed users to interacting with AI-curated feeds rather than direct social connections.
The rise of AI characters feels like the next logical step—but it’s also a step into uncharted territory. Will these tools enhance our digital experiences, or will they erode the authenticity that makes social media meaningful?
Final Thoughts
As AI profiles become more prevalent, users and brands must adapt to this new reality. The engagement data speaks for itself: people are responding to AI-driven content, whether they realize it or not. However, the challenge lies in leveraging these tools ethically and effectively.
The question is not whether AI will become a major force on social media—it already has. The real question is how we’ll navigate this new era of digital interaction.
Based in Tokyo, An-yal is the leading independent advertising agency for lifestyle brands. Contact us to get ahead with your advertising, marketing and creative needs.
