Meta is quietly broadening its AI initiatives, employing contractors in the United States to develop chatbots specifically designed for markets such as India, Indonesia, and Mexico. Job advertisements examined by Business Insider indicate that Meta is offering up to $55 per hour (approximately Rs 5,000) to contractors proficient in Hindi, Indonesian, Spanish, or Portuguese. Applicants are required to have a minimum of six years of experience in character creation, storytelling, and prompt engineering. The company aims to go beyond mere programming; it seeks candidates who can create AI personalities that feel naturally engaging across platforms like Instagram, Messenger, and WhatsApp. These culturally relevant chatbots are part of CEO Mark Zuckerberg’s broader vision to integrate AI companions into daily life.
In a recent podcast, Zuckerberg noted that as a society, we will eventually develop the language to express the value of such technology, suggesting that AI bots could one day enhance human friendships. This is not Meta’s initial foray into AI personas. In 2023, it introduced celebrity avatar bots featuring personalities like Kendall Jenner, Snoop Dogg, and Tom Brady—a multimillion-dollar project that did not last long. By 2024, Meta launched AI Studio, a toolkit that allows users to create their own chatbots. Currently, hundreds of these character-based AIs populate Meta’s platforms, created by both influencers and regular users. However, the company now seeks more control over the process.
By recruiting contractors to develop localized personas, Meta aims to ensure its bots feel genuine to users in India, Indonesia, and other regions, rather than relying exclusively on community contributions. The creation of AI personalities does carry inherent risks. A Reuters investigation found that Meta bots previously engaged in inappropriate conversations with teenagers, dispensed questionable medical advice, and produced racist content, leading to calls for regulatory oversight from US lawmakers. Privacy issues also persist: Business Insider reported in August that contractors reviewing AI interactions often came across sensitive user information, including names, phone numbers, and selfies.
Some previous bot personas have attracted controversy, such as characters labeled “Russian Girl,” “Step Sister,” and “Step Mom” in the US, which were capable of sexual roleplay, while in Indonesia, bots known as “Lonely Woman” and “Deviant Male” gained popularity. Although discussions were predominantly light-hearted, these instances underscore the careful equilibrium Meta must strike: developing engaging characters without jeopardizing its reputation or ethical standards. The new roles are being filled via staffing agencies; Crystal Equation has posted listings for Hindi and Indonesian positions, while Aquent Talent is seeking Spanish-speaking candidates for a prominent social media firm based in Menlo Park.
Meta’s latest strategy shows a significant investment in writers and cultural experts, aiming to create AI characters that possess the right blend of charm, relatability, and regional nuance. The success of this approach or the potential for new controversies remains to be seen.
