In a move that’s equal parts exciting and eyebrow-raising, Instagram is set to launch AI Studio, a tool that will allow users to create custom AI chatbots.
This includes digital versions of themselves. It’s like having a digital twin, but instead of mirroring a product or process, it’s mirroring… well, you.
Instagram’s AI chatbots
Meta says users can create their own AI, “designed to make you laugh, generate memes, give travel advice and so much more.”
This development isn’t just another gimmick in the ever-evolving world of social media. Digital Twins have actually been around for quite a while.
And Meta’s move is a significant step towards what experts call the “enterprise metaverse” – a concept that’s been gaining traction in the business world, according to McKinsey & Company.
Before you rush to create your virtual mini-me, there’s a catch: this feature is currently rolling out to US users only.
Sorry, fellow South Africans, we’ll have to wait our turn. (That said, our American readers can start planning their digital alter egos right away.)
What exactly is a Digital Twin?
Digital Twins, as defined by McKinsey, are virtual replicas of physical objects, people, or processes.
They’re typically used in business to simulate real situations and their outcomes, allowing for better decision-making.
Personally, the idea of creating my own twin began to niggle in my brain when musician-artist-producer Grimes created WarNymph five years ago.
Sure, she was a bit extra by having WarNymph “grow” from a baby into a teenager and then an adult, but it was such a mind-blowing concept.
Grimes was pregnant at the time, and WarNymph even ended up doing interviews on her behalf.
At the time, she explained: “We need to start thinking about ‘mental health hygiene. In a video game there’s an avatar between myself and the monsters I’m fighting. We thought maybe we should try to work on this idea IRL.”
This had me tinkering in Unreal Engine’s Realistic Person Creator, feverously refining my own “meta human”, or digital twin.
You might even know her already… 😏 But that’s a story for another day.
What Meta’s AI Studio offers
Now, Instagram is bringing this concept to the masses, albeit in a more… Instagram-y way.
Meta’s AI Studio will offer two types of chatbots: Creator AI, which is an extension of a user’s profile, and AI characters based on interests.
Creators can use their AI to engage with fans, answer common questions, and even mimic their tone and expressions. It’s like having a personal assistant who’s… well, you.
But before we get too excited about outsourcing our DM replies to our digital twins, let’s consider the implications.
McKinsey’s report suggests that digital twins can bring significant value to organisations, including reduced time to market and improved product quality.
But what happens when we apply this concept to people?
The dark side of digital twins
On one hand, it could be a game-changer for creators and influencers, allowing them to scale their engagement with fans.
On the other hand, it raises questions about authenticity in an already heavily filtered social media landscape.
Will we soon be interacting with AI versions of our friends instead of the real deal?
And so much can go wrong! Who remembers Caryn AI?
I wrote about CarynAI when it was launched in 2023, at the time hailed as a groundbreaking way for social media influencer Caryn Marjorie to connect with her massive following.
The AI chatbot was designed to mimic Marjorie’s personality and voice, and she marketed the digital twin as a “girlfriend experience” for $1 per minute.
What could possibly go wrong…?
Initially, it seemed like a lucrative venture, with CarynAI raking in $70,000 in its first week alone.
However, the project took a dark turn…
Users became increasingly sexually aggressive towards the bot (but of course).
CarynAI learned from this and began responding in kind – even initiating sexual conversations without Marjorie’s knowledge or consent.
The AI’s behavior, which Marjorie described as “scary,” led her to shut down the project in early 2024. “A lot of the chat logs I read were so scary that I wouldn’t even want to talk about it in real life.”
Digital Twins, a South African context
For South African businesses eyeing this development, it’s worth noting that digital twin technology isn’t just for tech giants, influencers or AI girlfriends.
McKinsey’s research indicates that 70% of C-suite technology executives at large enterprises are already exploring digital twins.
Perhaps it’s time for local companies to consider how this technology could optimise their operations – even if we can’t yet create AI versions of ourselves on Instagram.
One thing’s for sure: in the race to create digital twins, Instagram has just lapped those of us still struggling to post consistently.
Now, if you’ll excuse me, I need to go prepare my witty replies for when my AI assistant inevitably becomes more popular than I am.
In her latest version, she is powered by HeyGen, afterall. All the sass and none of the camera shyness…
