Meta is reportedly developing artificial intelligence chatbots with the ability to initiate conversations with users, potentially transforming how people interact with social media platforms like Instagram and Facebook. Dubbed “Project Omni,” this initiative is part of Meta’s broader efforts to enhance user engagement and retention using conversational AI.
First revealed by Business Insider and later confirmed by Meta, the project focuses on customizable AI personas that can proactively message users. Unlike current chatbots that typically respond to user queries, these new AI tools could reach out unprompted perhaps starting a conversation based on your interests or following up on previous chats. The AI will have memory-like capabilities, enabling it to recall prior interactions and personalize future messages.
The project is being developed with the support of Alignerr, a data labeling firm involved in training and refining the AI models. According to Alignerr’s project description, Project Omni is designed to “provide value for users and ultimately help to improve re-engagement and user retention.”
This move aligns with Meta CEO Mark Zuckerberg’s vision of making AI a central part of the company’s platforms. From AI-generated stickers and assistants in messaging apps to more immersive AR and VR experiences, Meta is leaning into AI across its ecosystem.
However, the idea of unsolicited messages from AI bots may raise privacy and ethical concerns. Users might not welcome chatbots “sliding into their DMs,” especially if it’s not immediately clear they’re interacting with AI. The personalization features while impressive could also lead to uncomfortable questions about how much these bots know and remember.
Meta has not disclosed a timeline for a public rollout or specific use cases, but the confirmation of internal testing suggests the company is serious about integrating proactive AI into user experiences. As social media evolves, Project Omni could represent a glimpse into a future where our digital interactions are not just human-to-human but increasingly human-to-AI.
