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Meta's Celebrity AIs: The Future of Virtual Interaction or Just Another Gimmick?

May 17, 2024


In a world where AI is increasingly becoming a part of our daily lives, Meta, the parent company of Facebook, Instagram, and WhatsApp, has taken a bold step. They've introduced 28 AI characters based on real-life celebrities. These characters, built on Meta's Llama 2 generative AI chatbot, aim to offer users fun and helpful advice across various platforms. The roster includes big names like Tom Brady, Charli D’Amelio, Snoop Dog, and Paris Hilton. But what does this mean for the future of AI and entertainment?

The Celebrity AIs

These AI characters are not just video clips but are generated AI animations. Meta filmed the celebrities and used generative techniques to create cohesive user experiences. Each character has a unique personality and tone, offering advice in their respective areas of expertise. For example, Tom Brady's AI, named Bru, will discuss sports, while Charli D’Amelio's Coco will help you with dance moves.

How They Work

The AIs are built on the Llama 2 large language model, which was released earlier this year. Meta has invested "thousands of hours" in red-teaming and prompt training to ensure the characters avoid controversial topics. Currently, the interactions are text-based, but audio features are expected to be added next year.

Business Model: A Mystery

Meta has been tight-lipped about the business model behind these celebrity AIs. However, given Meta's advertising-based revenue streams and Instagram's model for paying creators, it's likely that these characters will be monetized in some way.

Questions Yet to Be Answered

While the concept is intriguing, there are still many unanswered questions. Will these AIs be more successful than Amazon's failed celebrity Alexa voices? How is Meta compensating celebrities for their likenesses? And most importantly, will these AIs truly offer value to users or just serve as another gimmick?


What is Meta's Llama 2?

Llama 2 is a generative AI chatbot developed by Meta. It serves as the foundation for these celebrity AIs.

How do these celebrity AIs interact with users?

Currently, the interactions are text-based, but audio features are expected to be added next year.

Are these AIs available on all Meta platforms?

Yes, these AIs can be accessed across all of Meta’s various platforms, including chats and VR experiences.


Meta's introduction of celebrity AIs is a fascinating development in the intersection of AI and entertainment. While the concept holds promise, its success will ultimately depend on its execution and how well it resonates with users.

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