Meta has added several AI-driven, public-facing “digital twin” features to its social apps, and the response has been mostly negative. On Instagram and Facebook, it tested AI character profiles that looked and behaved like regular users, posting images and replying to comments and DMs as if they were real people.
Meta also rolled out tools for creators that let them generate video clips in which an AI version of their own face and voice reads scripted lines, so a digital stand-in can appear in Reels or Stories without the creator recording each take. This is effectively a social video twin aimed at branded content and fan engagement.
After user complaints and critical news coverage, Meta removed or hid many of the AI character accounts and scaled back the feature set, a sign that the public is wary of unlabeled or hyper-realistic social media twins that can easily be mistaken for human beings.
