Meta’s foray into generative AI has taken an unexpected form; chatbots with the ‘personas’ of fictional characters and factual historical figures.

The rationale is that users’ interactions with the ‘personas’ could be used to improve media targeting, which could be valuable. But advertisers should be cautious; the Cambridge Analytica scandal in 2018 showed the dangers and consequences of harvesting users’ data for targeting purposes in ways that were not made clear.

And as uses of AI go, this really isn’t the most necessary. Particularly compared to the likes of Google, who are developing more than a dozen AIs that will ultimately redefine the very concept of search, as well as email, maps, and Google’s cloud business. Compared to these, Meta’s ‘personas’ arguably seem performative.

It could even be argued that Meta’s strategy shows such desperation to enter the race to embed generative AI in their platform(s) that the utility of their creations is secondary. What value does a chatbot designed to impersonate Abraham Lincoln really offer a Facebook user? Beyond curiosity, who would need it? And what will historians make of it, or Lincoln’s descendants?

Aside from privacy and targeting concerns, this move really shows that Meta are struggling to conceive of meaningful ways to integrate AI. Meta arguably doesn’t need AI at all; the beauty of their business model is that they have created a newspaper where readers pay to write the stories. The user is the AI.

Abraham Lincoln is worthy of more respect than becoming a gimmick.

Meta is developing AI-powered chatbots with distinctive personas to boost user engagement. These bots, expected to launch soon, will include characters such as Abraham Lincoln and a surfer offering travel advice.

The move aims to compete with rising platforms like TikTok and harness the growing interest in AI. It could also provide Meta with more user data for better content and ad targeting.

However, this initiative raises privacy concerns, with potential issues of manipulation and "nudging". Similar ventures by other tech companies have faced scrutiny over bias and misinformation, a trend likely to impact Meta's chatbot roll-out.