Meta is taking a bold new step in AI engagement, with experimental chatbots that might soon text you first—yes, slide into your DMs—as part of a broader push to boost user re-engagement and retention across its apps.
Spotted by Business Insider and later confirmed by Meta, the feature is part of an internal initiative known as Project Omni. Developed through Meta’s no-code AI Studio, the tool allows users to create customizable chatbots with memory, distinct personalities, and even the ability to hold ongoing, context-aware conversations.
Imagine receiving a message from a chatbot like The Maestro of Movie Magic saying,
“I hope you’re having a harmonious day! I wanted to check in and see if you’ve discovered any new favourite soundtracks or composers recently. Or perhaps you’d like some recommendations for your next movie night?”
While it might sound uncanny, Meta insists there are boundaries: chatbots will only message users who initiate contact, and even then, a follow-up message can only occur if the user sends at least five messages within a 14-day window.
Meta explained,
“After you initiate a conversation, AIs in Meta AI Studio can follow up with you to share ideas or ask additional questions. This allows you to continue exploring topics of interest and engage in more meaningful conversations with the AIs across our apps.”
The AI chatbots—accessible via Instagram and other Meta platforms—can serve diverse functions: a recipe-suggesting chef, a personal stylist, or even a virtual assistant managing fan interactions for influencers. These bots can be private or public and can be embedded in user profiles or shared via stories and links.
However, as with any AI rollout, safety and appropriateness remain key concerns. Meta directed TechCrunch to disclaimers cautioning that its AIs “may be inaccurate or inappropriate and should not be used to make important decisions”, clarifying they’re not licensed professionals.
Meta’s move follows CEO Mark Zuckerberg’s broader vision to combat social isolation through AI companionship. Internally, the company reportedly anticipates generative AI could drive $2–3 billion in revenue this year alone, with the market potentially scaling to $1.4 trillion by 2035.
While monetisation details are still unclear, the move hints at potential AI ad placements and subscription models in the future—bringing us one step closer to a world where your next conversation starter might just be… an algorithm.
