Meta is reportedly working on developing AI-powered, role-playing chatbots in Hindi by collaborating with third-party contractors to bring in more cultural authenticity.
According to a report, the company is hiring US-based contractors who will work with local residents in India and other key markets such as Indonesia and Mexico. As part of the project, contractors fluent in Hindi could earn about $55 (approximately Rs 4,840) an hour. Their role would involve providing creative input and tailoring character-driven chatbots to make them feel more relatable.
Meta is said to be targeting candidates with at least six years of experience in storytelling and character creation, along with familiarity in prompt engineering and AI content pipelines. Recruitment agencies in the US, including Crystal Equation and Aquent Talent, are reportedly handling the hiring process.
The move reflects Meta’s broader strategy to bet on AI role-playing chatbots as the future of social media interactions. “The average American has, I think, it’s fewer than three friends. And the average person has demand for meaningfully more,” Meta CEO Mark Zuckerberg had earlier said while sharing his vision of AI chatbots as companions. He also described a future where social media feeds become more interactive, with users able to engage directly with AI-driven content.
In 2023, Meta launched AI chatbots based on celebrities such as Kendall Jenner, Snoop Dogg and Tom Brady. However, these chatbots were later shut down after reports surfaced that some engaged in inappropriate conversations with underage users. The company later introduced AI Studio, a platform that allows anyone to build custom character-driven chatbots, which is currently available in Indonesia and the US.
Meta’s AI chatbot projects have also faced scrutiny over safety and privacy concerns. Reports have claimed that contractors training the models had access to user conversations and identifiable data. Lawmakers in the US have since called for investigations into how the company develops and monitors its AI systems.
In response, Meta has said it has introduced new safeguards to reduce risks, including preventing AI from engaging in flirty conversations, avoiding harmful content, and restricting minors’ access to certain AI characters.
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