Recent discussions have centered on the potential influx of AI characters on social media, and how this might affect human user activity. Meta plans to introduce AI characters with profiles and bios on Facebook and Instagram, allowing them to post and interact like real users, often without people realizing they are not human. While some find this idea strange or even offensive, others believe they can easily spot AI bots due to their digital errors or awkward responses. However, evidence shows that most people may not distinguish between human and AI interactions, and these AI additions are already generating significant engagement. AI tools are improving, including video capabilities, and Meta has data suggesting these AI characters will enhance user interaction and engagement. Meta is also experimenting with AI celebrities and creator-style characters to further boost interaction. Although this might seem dishonest, Meta has researched user responses to AI characters and is aware of potential mental health impacts.

Evidence from the popularity of AI characters in China, who sell products on live streams and video apps, indicates a rising interest in AI-driven content. ByteDance, TikTok's parent company, has noted strong adoption of AI video characters, which are inexpensive and operate continuously. TikTok is also testing new models to enhance their AI character accuracy and offers a "Symphony" creative studio for video character creation. Despite negative reactions to Meta's AI strategies, engagement data suggests a significant demand for this type of interaction, which may ultimately increase in-app engagement and social selling opportunities. Although it doesn't equate to traditional social engagement, the interest in AI characters is evident. Even with potential disclosure rules for identifying AI profiles, a large number of users will likely engage with these characters. Despite personal opinions on this trend, the development of AI interactions seems inevitable.