Tom Brady's 'Bru' to Dwayne Wade's 'Victor': What is the deal with Meta’s AI celebrity profiles?

Samantha Neely, Fort Myers News-Press
·8 min read
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Tom Brady's unveiled his new Instagram to the public. Or is it actually just an up-and-coming sports commentator named Bru? Turns out, it's both. Sort of?

Meta is now rolling out its series of artificial intelligence chatbots on Instagram who bear a strikingly similar resemblance to some of the top celebrities, such as Brady, Kendall Jenner and Paris Hilton.

The company has debuted a line of 28 new AI assistants modeled after the celebrities, with some acting new characters within their same careers or others adopting an entire new persona. Each AI will specialize in answering questions in specific categories, according to Meta's press release on Oct. 5.

What are these chat boxes and what are they meant to do? Can Charli D'Amelio actually give advice on dance moves before a date or can Dwyane Wade give workout tips ahead of a big race?

Or is this something out of a Black Mirror episode as many social media users are saying? Here's what we know so far about these chat boxes.

In other Kendall Jenner news: Bad Bunny and Kendall Jenner go Instagram official with joint Gucci campaign

What are these Meta AI Instagram accounts?

Curious why Kendall Jenner smiling at a camera and introducing herself as Billie? “I just want to introduce myself. I am here to chat whenever you want," the influencer-turned-model says before blowing a kiss.

Meta first announced the launch of its new “AI assistants” in August during its annual product showcase, Connect. While the concept of AI assistant isn't new, the large technology giant has the power to integrate these new chatbots directly into its existing platforms, like Instagram and Facebook.

Powered by Meta's open-source large language model called Llama 2, their AI seeks to chat directly with users to answer questions or share information, such as what to grab for lunch or the best hiking trails nearby. Meta AI also has access to real-time information and can generate images from text prompts in a matter of seconds.

It will use the celebrity's likeness and conversational styles as a "mask," as Dazed wrote about the chat boxes. They add it will hide the "overwhelming complexity under the surface."

The Wall Street Journal also reported back in spring that Meta would be releasing these AI personal assistants as way to attract and keep Gen Z users on Facebook and Instagram.

Why do they look like celebrities?

Ever wanted to make your favorite celebrity your personal assistant? No? Well, anyway, now you can! Kind of.

In an interview with The Verge, CEO Mark Zuckerberg discussed having celebrity faces as AI, using Jenner's influencer sister Kylie as an example. He talked about how this would also be beneficial to celebrities who want to interact more with fans.

"Creating an AI that’s sort of an assistant for her, where it’ll be clear to people that they’re not interacting with the physical Kylie Jenner, it would be kind of an AI version."

During the Connect showcase a month earlier, he told reporters "this is about entertainment and about helping you do things to connect with the people around you. We thought that this should feel fun, and it should feel familiar."

He shared that the technology can tailor-make your assistant to whatever your needs are in that moment.

Take Tom Brady's clone. He’s a “sports commentator” who can talk game whenever you need it. Even when you have the worst sports takes. Or if you somehow need to solve a crime, you have Paris Hilton's detector doppelganger Amber.

How do you get an AI chat on Instagram?

It's as simple as sliding into the DM. Just shoot which profile you think matches your need the best a message and suddenly, you're talking with a celebrity clone.

When you search on of the AI's Instagram handles into the app, it will pull up their profile and will allow you the option to "message them." After you click message, it will pull you into a chat with the bot and give you an option to click on a prompt to send. Or you can type your own message.

For example, you can visit Mr. Beast's profile at @comedyzach and once you click to message, it will ask you if you want to tell "Zach" something like:

  • "Hit me with your best corny joke."

  • "I'm having a tough day."

  • "The Office of Parks and Recreation?"

You can do all this while an AI version of the celebrity stares at you in the corner of your device screen.

Meta said they will constantly be improving the AI chat boxes as they have more interactions.

"We are continuing to test and evolve the capabilities of our AIs, and will improve the experience over time through what we learn from your interactions with them. Your direct feedback and the conversations you have with our AIs are core parts of what will help us improve our AI models, and ultimately enhance the experience at scale."

Who are some Florida celebrities involved with the campaign?

The former New England Patriots and Tampa Bay Buccaneers quarterback and South Florida resident Tom Brady made his debut as "Bru," who is described as a wisecracking sports debater who pulls no punches. So far as posted an introduction video saying viewers can talk sports with him and AI photos of sports equipment, baseballs and a bowl of chips in front of a TV.

Compared to Brady's following of 15 million followers, Bru has only racked up over 4,000 followers.

Florida fans will also recognize Miami Heat's Dwyane Wade, who now goes by "Victor." Victor is an ironman triathlete "motivating you to be your best self." Like Brady's Bru, Wade's AI account had multiple photos of generated meals and places.

So far Victor has roughly 2,000 followers compared to Wade's 20 million following on Instagram.

What is the complete of celebrities involved with Meta's AI chatbox campaign?

"We’ve been creating AIs that have more personality, opinions, and interests, and are a bit more fun to interact with," Meta said in a press release. "Along with Meta AI, there are 28 more AIs that you can message on WhatsApp, Messenger, and Instagram. You can think of these AIs as a new cast of characters – all with unique backstories."

Here are some of the profiles Meta has rolled out so far:

Other non-celebrity account include:

  • Thalia - @playwiththalia

  • Alvin - @greetingsalvin

  • Bob - @robotakabob

How much are the celebrities being paid?

According to The Information, Meta paid an unnamed one top creator for roughly $5 million to use their likeness for over two years, for just as little as six hours work.

The Information also states that the company was initially willing to pay more than $1 million to use the stars' likenesses, but bought out the bigger bucks for big names. The report doesn't say which celebrity was paid what amount.

What is the reaction to the Meta AI chat boxes?

As one might expect, many were confused and alarmed at the surplus of new celebrity accounts. Instagram users flooded the comments of Jenner's Billie and Brady's Bru to ask what was going on and to share their discomfort.

"I don't like this, I don't like where the world is heading, I'm not gonna support this," wrote one individual.

"That is so creepy… I hope it’s actually Kendall just saying she’s Billie and not an Ai generated video bc that’s freaky as hell," another one agreed.

Many on X called the system "terrifying," "creepy" and like a "science fiction movie." Others discussed what this means for the future of celebrities and AI in media.

This article originally appeared on Fort Myers News-Press: Meta AI celebrity chat boxes creep fans out. Here's what they are