Meta is going big on artificial intelligence and has announced a number of new initiatives. The company will release a handful of digital personalities built on Meta’s AI chatbot platform.

Meta AI is a new assistant you can interact with like a person, available on WhatsApp, Messenger, Instagram, and coming soon to Ray-Ban Meta smart glasses and Quest 3. User will be able to interact with the assistant using natural language prompts. The AI that is being used is based on Meta’s LLaMA 2 LLM and will fetch real-time information from the web using Microsoft Bing.

“This isn’t just about answering queries, it’s about entertainment,” said Mark Zuckerberg, Meta’s CEO.

“Imagine you and your friends are in a group chat discussing which trailhead to try in Santa Cruz. Meta AI surfaces options directly in the chat, so you can decide as a group which location to explore. What if after the hike you want a creative way to commemorate the day? Meta AI can help. Type ‘@MetaAI /imagine’ followed by a descriptive text prompt like ‘create a button badge with a hiker and redwood trees’, and it will create a digital merit badge in the chat with your friends,” the company has said in a note.

Meta is doing something unique. It is rolling out 28 chatbot “characters” to address specific niche interests and the personalities will be voiced by modern influencers and celebrities. These “personalities” will have profiles on Instagram and Facebook, so you can explore what they’re all about.

Meta will launch artificial intelligence chatbots embodied by celebrities

The personalities are rolling out in beta in the US and more characters will show up in the coming weeks played by Bear Grylls, Chloe Kim, and Josh Richards among others.

Addressing the crowd at Meta Connect event, Zuckerberg said there are “a lot of limitations” around what the bots could answer but things will only get better.

AI Studio

Zuckerberg has also announced the launch of AI Studio, which itself is a platform that will allow businesses build AI chatbots for the company’s many messaging services, including Facebook, Instagram and Messenger. Companies will be able to “create AIs that reflect their brand’s values and improve customer service experiences”. AI Studio will first be available in alpha and then the toolkit will be skilled early next year.

Who’s your fave Meta AI personality?

Charli D’Amelio as Coco, dance enthusiast

Chris Paul as Perry, pro golfer helping you perfect your stroke

Dwyane Wade as Victor, Ironman triathlete motivating you to be your best self

Izzy Adesanya as Luiz, showy MMA prospect who can back up his trash talk

Kendall Jenner as Billie, no-BS, ride-or-die companion

LaurDIY as Dylan, quirky DIY and Craft expert and companion for Gen Z

MrBeast as Zach, the big brother who will roast you — because he cares

Naomi Osaka as Tamika, anime-obsessed Sailor Senshi in training

Paris Hilton as Amber, detective partner for solving whodunnits

Raven Ross as Angie, workout class queen who balances fitness with meditation

Roy Choi as Max, seasoned sous chef for culinary tips and tricks

Sam Kerr as Sally, free-spirited friend who’ll tell you when to take a deep breath

Snoop Dogg as Dungeon Master, choose your own adventure with the Dungeon Master

Tom Brady as Bru, wisecracking sports debater who pulls no punches