Instagram experiments with feature giving content creators their own chatbots

Meta has launched a new functionality for Instagram content creators in the United States, allowing them to create their own ‘chatbots’ for direct messaging. These personalized assistants will be powered by the AI Studio platform, originally introduced to companies and now extended to content creators to provide the tools needed to develop AI software.

Last year, Meta announced plans to incorporate generative AI (GenAI) into its platforms to enhance user interactions with AI agents and the EMU sticker generator. The introduction of AI Studio allowed developers to create their own ‘chatbots’ for messaging applications, paving the way for content creators to now leverage this feature on Instagram.

Mark Zuckerberg, Meta’s CEO, shared on his Instagram channel that the company is currently testing the interaction with ‘chatbots’ developed by content creators. These AI assistants will be clearly labeled as such and will be integrated into direct messages, initially available to a select group of around 50 content creators in the US.

Zuckerberg emphasized the importance of allowing creators and businesses to create their own AI tools to engage with their communities and customers. He mentioned the need for various APIs to cater to different interests and expressed a focus on experimentation to understand the most effective ways to build user confidence in AI interactions.

While this feature is being tested in the US, its official release and availability in other regions remain uncertain. Meta’s goal is to explore new ways for creators and businesses to leverage AI to enhance user engagement and customer interactions, promoting a more personalized and interactive experience on their platforms.