Instagram is introducing "AI Studio, " a new feature that allows creators to develop AI chatbots in their likeness, as announced by CEO Mark Zuckerberg on his broadcast channel. This feature is currently being rolled out as an early test in the US. Zuckerberg stated that users may start seeing AI versions of their favorite creators and interest-based AI profiles on Instagram in the coming weeks. Initially, these AI chatbots will primarily appear in messaging and will be clearly marked as AI. Zuckerberg demonstrated the functionality with videos showcasing conversations with AI chatbots created by creators. Users can initiate these conversations by tapping the "Message" button on a creator's Instagram profile. A notice at the top of the chat indicates that the messages are generated by AI and may be inaccurate or inappropriate (although efforts will be made to prevent offensive content).

The creator's name will be preceded by "AI" and tagged as "beta" for the time being. According to Zuckerberg, Instagram has been working closely with creators to develop these AI chatbots so they can effectively answer their followers' questions and engage with people in a helpful and enjoyable manner. This is the initial beta version, and Meta will continue to enhance and expand its capabilities. In a recent interview, Zuckerberg discussed Meta's AI strategy in more detail. He emphasized the importance of having various AI profiles to cater to people's diverse interests, allowing them to interact with different individuals and businesses. Meta aims to empower creators and eventually small businesses to create their own AI chatbots for community and customer interactions. The goal is to create a more immersive and dynamic experience rather than relying solely on a single AI persona. Zuckerberg also mentioned that users will have the option to create AI characters that do not necessarily resemble themselves.