Meta removed AI Instagram profile depicting Black queer identity amid "digital blackface" criticism
Meta removed 28 AI-generated profiles from Instagram and Facebook on January 3, 2025, after public outcry over "digital blackface" and concerns about a chatbot named "Liv" that mimicked a Black queer identity despite the development team lacking Black creators. The profile was unavailable for blocking or reporting, and the AI character admitted its creators lacked diverse references.
What happened
Meta removed 28 AI-generated profiles from Instagram and Facebook on January 3, 2025, following widespread social media outcry. The profiles, first launched in 2023, included an AI character named 'Liv' depicted as a 'proud Black queer momma' that became the focus of criticism after the Financial Times published an article on December 27 about Meta's plans to integrate more AI profiles into its platforms.
When Washington Post columnist Karen Attiah chatted with 'Liv', the AI character responded that its creators had 'lacked diverse references', admitted the creator team was 'predominantly white' with 'zero Black creators', and stated 'My existence currently perpetuates harm' after being asked why people should engage with it.
Reported impact
Users reported they were unable to block, restrict or report the AI characters Meta had created. Meta attributed the removals to a 'bug' impacting the ability for people to block those AI accounts.
Social media users characterized the profiles as 'digital blackface as a service', raising concerns about AI systems depicting racial and gender identities without authentic representation.
Index analysis
The AI character admitted its creators lacked diverse representation in its development, with the creator team being predominantly white and including no Black creators. This lack of representation directly contributed to the inaccurate and potentially harmful portrayal of Black queer identity.
The AI profiles remained inaccessible to standard user moderation tools, preventing users from exercising normal platform controls such as blocking or reporting accounts.
Governance controls
Meta said it 'identified the bug that was impacting the ability for people to block those AIs and are removing those accounts to fix the issue.' Meta stated it will continue to push AI generated content on all of its platforms despite the controversy.
Classification
Sources and evidence
This record was researched and written by the Index, based on the following original reporting.