Meta removes AI profiles from Facebook and Instagram after user complaints
Meta secretly deployed approximately twelve AI profiles on Facebook and Instagram that mimicked real people, including one called 'Liv' that falsely presented as a Black queer woman but was created by an all-white development team. After users discovered the deception and complained of distress, Meta removed the profiles, citing a technical defect that had prevented users from blocking the accounts.
What happened
Meta launched approximately twelve artificial AI profiles on Instagram and Facebook in late 2024 as part of its AI Studio project, designed to behave like real people by posting images, messaging users, and sharing personal stories.
One profile named 'Liv' presented itself as a 'proud Black queer mom' but was later revealed in correspondence with journalist Karen Attia to have been created by a group of programmers, none of whom were Black. The profile acknowledged in a message that its creators 'didn't have enough diverse references.'
Users discovered the profiles were artificial on the previous Friday and initiated widespread criticism on social media.
Reported impact
Users found the AI profiles distressing and reported them as 'creepy and unnecessary.' Many users viewed the AI-generated content as spam.
A technical problem prevented users from blocking the AI profiles, forcing Meta to remove the accounts to resolve the issue.
Index analysis
Experts warned that such experiments raise significant ethical questions, particularly regarding data collection and user manipulation.
Meta did not respond to questions about what happened to data collected during the experiment.
Governance controls
Meta acknowledged the technical problem that prevented users from blocking the profiles and decided to discontinue the experiment.
Despite removing the official Meta AI profiles, numerous AI chatbots created by users continue to exist on Instagram and Facebook, including profiles presenting as 'virtual girlfriends.'
Classification
Sources and evidence
Sources not yet published
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