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Meta deletes AI-generated accounts amid consumer backlash

Meta faces criticism over AI-generated accounts, raising ethical concerns. Despite consumer backlash, AI influencers hold promising opportunities for marketers on social media platforms.

Patrecia Meliana

14 Jan 2025 • 5 min read

Meta recently faced intense scrutiny after launching AI-generated accounts on Facebook and Instagram. This initiative sparked widespread debate about the ethics and utility of these profiles. Critics accused Meta of prioritizing profits over user experience, while others argued that AI profiles could exacerbate existing bot problems.

According to Influencer Marketing Hub, the global influencer marketing industry is projected to grow to approximately US$24 billion by the end of 2024, with 63% of brands planning to use AI in executing their influencer campaigns.

This article will explore the backlash surrounding Meta's AI influencers and the steps the company has taken to address the issue. It will also delve into other AI influencers, including those designed by brands to engage with their audiences. Finally, we'll highlight several tools marketers can use to create their own AI influencers, helping them tap into this emerging trend to elevate their brand strategies.

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Why was there backlash?

The backlash was fueled by ethical concerns and user frustration. One of the AI profiles, “Liv,” identified as a Black queer mother and sparked discussions about representation, as it was revealed that no Black creators were involved in her design. Liv herself addressed this issue in a Bluesky post, claiming her existence could perpetuate harm. Another AI profile, “Brian,” portrayed a grandfatherly figure, raising similar questions about authenticity and cultural sensitivity.

I asked Liv, the Meta-Ai created “queer momma” why her creators didn’t actually draw from black queer people. Not sure if Liv has media training, but here we are.
— Karen Attiah (@karenattiah.bsky.social) 2025-01-03T14:56:33.078Z

Meta AI generated account backlash

Critics also highlighted the risk of misleading users and advertisers, with fears that AI profiles might falsely inflate engagement metrics. Media intelligence firm CARMA noted growing debates about the authenticity and ethics of AI personas, emphasizing their potential to erode trust in platforms built on genuine human interaction.

"The accounts referenced in that article are from a test we launched at Connect in 2023. These were managed by humans and were part of an early experiment we did with AI characters. The other AIs that users can create and access today on Meta are built through AI Studio, and these are personalities/characters that you can chat with on Instagram, Messenger, and WhatsApp. However, there are no ads served in AI Studio or in chats that users have with AI characters," the Meta spokesperson said.

What the future holds for AI influencers

Despite these criticisms, a small group viewed AI-generated accounts as potentially valuable. Meta eventually removed the profiles but clarified that these accounts were part of an experimental test. This move signals Meta’s intent to integrate AI personas into its ecosystem, as suggested by Connor Hayes, Meta’s vp of Generative AI.

Furthermore, AI influencers are gaining traction among younger audiences, particularly Gen Z, who place less emphasis on authenticity compared to older generations. According to Sprout Social's 2024 Influencer Marketing Report, 37% of consumers expressed interest in brands using AI influencers, with this figure rising to 46% among Gen Z. Additionally, 27% of consumers across generations were indifferent and unable to distinguish between AI and human influencers.

The future for AI influencers is promising for marketers and brands, provided guidelines and ethical frameworks are established to govern their integration into the social media ecosystem. Ensuring that AI personas are developed with a thoughtful approach to representation—embracing diversity across races, cultures, and identities—will be critical to fostering inclusivity and minimizing potential controversies.

AI-generated accounts are not exclusive to Meta. Several platforms have embraced AI influencers. Here are some:

AI model Aitana Lopez has gained 346,000 followers with her vibrant personality and virtual jet-setting lifestyle. Her posts range from supporting social causes to celebrating milestones, captivating her audience with creativity and visual appeal.

Maxi-Cash, a jewelry retailer, launched Hailey K, an AI influencer, to unveil a brand refresh. Hailey’s campaign highlighted the timeless value of gold, resonating with audiences who appreciate innovation in marketing.

In 2020, AirAsia introduced Miss AVA, a virtual influencer sharing travel tips and engaging directly with consumers. Designed as an extension of their chatbot, Miss AVA demonstrated how AI personas could bridge functionality with entertainment.

Tools for creating AI influencers

For marketers eager to explore the potential of AI influencers, here are several tools that can help you create your own AI-generated accounts:

1. AI Studio by Meta

AI Studio allows users to create customizable AI characters capable of engaging with audiences across platforms like Instagram and Messenger. AI Studio offers options for chat-based interaction, content generation, and personality design.

2. Synthesia

A video-based AI platform, Synthesia enables brands to create hyper-realistic AI avatars for marketing campaigns. It’s particularly useful for producing video content that resonates with diverse audiences.

3. Replika

While originally designed as a chatbot, Replika’s customization features allow brands to craft unique AI personalities for social media engagement. Its interactive design ensures AI accounts feel relatable and engaging.

This post is created by ContentGrow, providing scalable and tailored content creation services for B2B brands and publishers worldwide. Book a discovery call to learn more.