Meta is paying millions of dollars to high-powered celebrities — including retired NFL great Tom Brady, rapper Snoop Dogg, former reality TV star Paris Hilton, and TikTok influencer Charli D’Amelio — to use their likeness for fictional AI chatbots, according to a report.
According to the tech news site The Information, one top creator is being paid around $5 million by Meta over two years in exchange for six hours of work in a studio.
The report states that Meta paid in excess of $1 million for each of the celebrities to grant permission to use their likeness.
These deals are non-exclusive, meaning that the stars could work with other AI-related products if they choose to do so.
The Post has reached out to Meta for comment.
“We shared plans at [Meta] Connect that will be bringing AI experiences for creators to our platforms in the future,” said a spokesperson for the company.
At a recent developer conference, Meta CEO Mark Zuckerberg introduced an AI personal assistant and a variety of AI characters that users can interact with using Meta’s messaging apps.
These characters, including “Max the sous chef” and “Lily, a personal editor and writing partner,” engage in human-like conversations and offer assistance to users in real time.
“Advances in AI allow us to create different AI personas to help us get different things done,” Zuckerberg explained.
Tom Brady, who recently worked as a pitchman for a cryptocurrency platform, plays the role of Bru, a “wisecracking sports debater.”
Other athletes such as retired basketball star Dwyane Wade and tennis ace Naomi Osaka also have roles as AI characters.
The AI characters also include real-life personalities such as chef Roy Choi, who plays the character Max, and Snoop Dogg, who portrays a “Dungeon Master” encouraging users to “get medieval.”
Paris Hilton is the character Amber, a crime-solving forensic scientist, while Charli D’Amelio, known for her TikTok fame, plays a dancer named Coco.
Meta hopes that by adding popular celebrities like D’Amelio and YouTube star MrBeast, they can attract a younger audience that has gravitated towards rival platform TikTok.
Artificial intelligence plays a central role in Meta’s plans to engage users across their platforms.
Meta recently released the next generation of its AI large language model, Llama 2, which is available for research and commercial use.
The company is also working on adding voice capabilities to the AI chatbots, which currently only communicate through text-based chat.
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