Instagram is testing a new feature called 'Creator AI' that trains AI to learn influencers' 'voices' and automates responses to fans
It has been reported that Instagram is testing a program called ' Creator AI ' that uses AI to help popular influencers interact with their fans. Creator AI is a feature in which a chatbot disguised as an influencer converses with fans through direct messages and comments, and it is expected that influencers will be able to strengthen their connections with their fans while reducing the effort of having to individually reply to a large number of messages and comments.
Ready for a Chatbot Version of Your Favorite Instagram Influencers? - The New York Times
Mark Zuckerberg, CEO of Meta, which operates Instagram, is strongly pushing for the incorporation of AI into all aspects of the business, and envisions a versatile AI assistant in the future to help people complete everyday tasks and jobs. The company is investing a large budget in AI development and is competing with Google, Microsoft, OpenAI, and others.
According to The New York Times, Creator AI's chatbot will learn from data such as past posts, direct messages, comments, and audio from reels and stories on Instagram, and will imitate the influencer's 'voice' to interact with fans. Answers to specific questions can be specified in advance, allowing influencers to communicate with their fans in line with their intentions.
In the interest of transparency, messages generated by Creator AI's chatbot will clearly state that they are AI-generated, and may be available in Instagram's comments section in the future.
Creator AI is still undergoing initial testing at the time of writing, but it is scheduled to be demonstrated to some influencers at an event to be held in New York in May 2024.
However, some influencers are concerned that AI may make statements they do not intend, The New York Times reported. The data that AI learns is based on past statements made by influencers, but depending on the context, it may make inappropriate responses, which could damage the influencer's image and credibility.
In addition, many influencers and their fans who have been successful through direct communication with their followers believe that it is difficult to recreate the essential connection with their fans using chatbots. It has been pointed out that automated conversations using AI make it difficult to build deep bonds with fans.
Meta has already unveiled chatbots modeled after influencers like MrBeast and Kendall Jenner , which are separate from the Creator AI that learns the influencer's voice and responses, but feature the influencer's avatar and can speak in character.
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However, fans have reacted negatively to the chatbot, with comments such as, 'Why would you want to message a robot?' and 'I wonder what Kendall Jenner would think about this robot pretending to be her?', making it hard to call the project a success.
These concerns highlight the challenges of AI-based influencer marketing, The New York Times points out. Because the relationship between influencers and fans is based on authenticity and direct connection, both influencers and fans are concerned that 'AI could destroy that relationship.' The New York Times argued that Meta needs to address these concerns while exploring how to use AI effectively.
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