Meta is stepping up its investment in artificial intelligence by hiring US-based contractors to design culturally relevant AI chatbots for key markets including India, Indonesia and Mexico. According to a report, the company is offering up to 55 dollars per hour to candidates fluent in Hindi, Indonesian, Spanish and Portuguese.
These contractors will work with regional teams to shape chatbot personalities, offering creative direction and storytelling input. The effort is part of Meta’s broader strategy to introduce character-driven AI features across its platforms.
Job requirements: Storytelling meets AI
As per job listings, Meta is looking for individuals with at least six years of experience in storytelling and character development. Candidates are also expected to be familiar with prompt engineering, AI content workflows and have a strong command of the local language. The roles are being filled through staffing firms such as Crystal Equation and Aquent Talent, which recently advertised positions for Hindi, Indonesian and Spanish-language experts.
From celebrity bots to AI Studio
Meta’s chatbot journey began in 2023 with celebrity-inspired digital personalities such as Kendall Jenner and Snoop Dogg. While that project was short-lived, the company shifted focus in 2024 with the launch of AI Studio, a toolkit that lets users create their own bots. AI Studio, now live in the United States and Indonesia, already hosts hundreds of user-generated characters.
The new hiring initiative shows that Meta is not relying solely on user-driven creation. Instead, it is investing in professionally designed personas tailored for local markets, with India emerging as a major focus.
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