According to The Information Meta has discontinued its celebrity AI chatbots. The company is now redirecting its efforts towards AI Studio, a new platform that allows users to create their own AI chatbots.

In September last year, Meta partnered with celebrities and influencers to introduce a range of celebrity AI chatbots featuring stars such as Naomi Osaka, Snoop Dogg, Kendall Jenner, Tom Brady, and Izzy Adesanya. 

Meta’s celebrity AI chatbots let users interact with digital versions of celebrities, which were designed to mimic their personalities or characteristics. According to Meta, the aim was to create AIs with various to bring fans closer to their favorite stars. For example, if you wanted to chat with a virtual version of a celebrity you love, you could talk to an AI chatbot that acted as him or her.

However, these AI characters are no longer available for interaction. Meta spokesperson, Liz Sweeney explained, “You can no longer interact with AI characters embodied by celebrities.” 

Meta's new direction in AI

Despite this development, Meta on Monday introduced its AI chatbots, AI Studio. Unlike Meta’s celebrity AI chatbots, designed to let users interact with digital versions of celebrities, the newly launched AI Studio aims to give everyone, including creators and celebrities, the ability to craft their own AI personalities.

Sweeney argued that the move to shut down these chatbots reflects Meta’s commitment to enhancing how users engage with AI technology. “We took a lot of learnings from building them and Meta AI to understand how people can use AIs to connect and create in unique ways. AI Studio is an evolution, creating a space for anyone, including people, creators, and celebrities, to create their own AI,” she said. 

Meta's shift comes as other companies plan to launch their own AI chatbots. For instance, The Information reported in June that Google is reportedly working on integrating large language models from Gemini into its chatbot and engaging with influencers and celebrities for potential collaborations.