Meta is working on recreating influencers with AI

Meta has big ambitions for using AI to help creators, and it showed two impressive demos of what that could look like onstage at Connect today.

One version of this involves fully recreating real influencers as AI figures. Meta CEO Mark Zuckerberg presented a live demo of a creator-based AI persona, which looked like the creator, talked like the creator, and tried to respond to questions like the creator would. It was pretty wild to watch.

Another tool it’s developing takes Reels and automatically dubs them into another language, maintaining the creator’s voice and even changing the movements of their mouth to match.

Zuckerberg presented two videos onstage of Reels by Spanish creators being translated and dubbed into English. The demo wasn’t live, so it’s unclear how well this tech works right now on a typical video, but it was still incredibly impressive to watch.

At scale, it seems like this technology has the potential to make videos reach a lot more people, which is something Meta definitely wants to do so it can better compete with platforms like TikTok and YouTube. (Speaking of YouTube, the company has been investing in auto-dubbing, too.)

Meta also announced a bunch of other AI-related features at Connect today, including that its AI assistant will be able to talk in the voices of celebrities.