At Meta Connect on September 27, 2023, Meta announced two related but different generative-AI products: Meta AI, a general-purpose assistant, and 28 additional AIs designed around distinct personas. The company named figures including Snoop Dogg, Tom Brady, Kendall Jenner and Naomi Osaka. Those characters belong to the 2023 announcement; Meta’s current product page describes Meta AI but does not confirm that the original celebrity lineup is still available.
What Meta announced at Connect 2023
Meta presented the announcement as a set of AI features for its apps and devices. The central distinction was between one general assistant and a cast of personality-led characters.
Meta AI: a general-purpose assistant
Meta described Meta AI as a conversational assistant launching in beta, with a gradual rollout initially in the United States across WhatsApp, Messenger and Instagram. At the time, the company said it used a custom model drawing on Llama 2 technology and Bing search for real-time information, and could generate images from text prompts. Meta also said the assistant was coming to Ray-Ban Meta smart glasses and Quest 3; these were planned integrations, not requirements for using the chatbot. Meta’s Connect announcement
AI characters: interactions shaped by personas
Alongside Meta AI, Meta announced 28 more AIs with distinct interests, personalities and backstories. Named examples included Snoop Dogg, Tom Brady, Kendall Jenner and Naomi Osaka. The idea was to make some interactions feel role-based or personality-led, rather than to provide another general assistant. Meta did not establish that each character used a different underlying model.
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The Associated Press reported that Mark Zuckerberg demonstrated “Max the sous chef,” for dinner ideas, and “Lily,” a personal editor and writing partner. He said, “These are just a few we have trained, there are a lot more coming.” The Associated Press’ September 27, 2023 report
| At-a-glance | Meta AI | Persona-led AIs |
|---|---|---|
| Purpose | General help and information | Role- or personality-led conversation |
| Announced platform context | WhatsApp, Messenger and Instagram beta in the US; planned integrations for Ray-Ban Meta glasses and Quest 3 | Presented as additional AIs for Meta’s app ecosystem; the original announcement described their characters and backstories |
| Count at announcement | One general assistant | 28 additional AIs |
| Current availability of the original 2023 offering | Meta’s current page describes Meta AI as an ongoing product | Not established by the current Meta AI page |
Other AI features announced with the assistant
The Connect presentation also included image and sticker tools. Meta said AI stickers generated from prompts would be available for WhatsApp, Messenger, Instagram and Facebook Stories. It previewed Instagram image-editing features called Restyle and Backdrop, and said it would label generated or edited images to signal AI involvement. These features were part of the broader announcement, separate from the distinction between the assistant and character personas.
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What is known about Meta AI today
Meta’s current Meta AI page describes an assistant available through meta.ai, iOS and Android apps, a Mac desktop app, and Meta’s social and messaging apps. It describes text, image and voice capabilities as well as real-time web information. Those current descriptions should not be read backward as a complete account of the 2023 beta: Meta’s Connect announcement then described a custom model drawing on Llama 2 technology and Bing search.
The available current page does not establish whether the celebrity-based characters announced in 2023 remain available, nor does it establish a shutdown date or reason. TechCrunch reported in December 2023 that characters had rolled out across Meta’s US apps and that some offered memory and Bing Search capabilities. That is historical reporting about the rollout, not confirmation of current availability. TechCrunch’s December 6, 2023 report
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What Meta says about AI data and conversations
Meta’s statements distinguish the material used to train models from what people share directly with AI features. The details below are Meta’s disclosures, not an independent audit of every product or setting.
Training information described for the Connect announcement
In its September 27, 2023 privacy explanation, Meta said it used publicly available online information, licensed data and information from Meta products and services to train models underlying the Connect features. It specifically said public Facebook and Instagram posts, including photos and text, were part of that material, while private posts were not. Meta also said private messages with friends and family were not used to train its AIs unless someone in the chat chose to share those messages with an AI. The disclosure was updated on November 21, 2025 to clarify that messages people choose to share with AI features may be used for training. Meta’s privacy explanation
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Information shared while using AI features
Meta says information people share while interacting with its generative-AI features may be used to improve products and for other purposes. Its disclosure says AI may retain chat information to personalize responses, and that some questions may be shared with trusted partners such as search providers. Meta also describes automated systems and human review of AI interactions, and says users can delete AI-chat information using commands such as “/reset-ai.” Consult Meta’s disclosure for the product-specific details and settings that apply to your use. Meta’s generative-AI privacy information
WhatsApp Private Processing
In an April 2025 engineering post, Meta described Private Processing as a secure cloud-processing approach for WhatsApp AI tools and outlined its design goals. The post uses anticipated-launch language; by itself, it does not establish current availability or which features and regions use the approach. Meta Engineering’s Private Processing post
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Accuracy and safety limits
Meta acknowledged in its launch-era responsible-AI post that generative AI can produce inaccurate or inappropriate responses. It said it was using notices, safety fine-tuning, integrity classifiers, feedback mechanisms and a staged beta rollout. Those are safeguards Meta said it was building, not a guarantee that harmful or incorrect outputs cannot occur. Meta’s responsible-AI post
Quick Recap
What the announcement does—and does not—establish
- Meta announced Meta AI as a general assistant and 28 additional persona-led AIs at Connect on September 27, 2023.
- The celebrity names and character examples describe that launch-era lineup; the current Meta AI page does not confirm that lineup is still available.
- Meta’s disclosures say public Facebook and Instagram posts were used for training models behind the announced features, while distinguishing them from private posts and ordinary private messages.
- Meta says information shared with AI features may be used to improve products and for other purposes, and its 2025 update clarifies that messages deliberately shared with AI may be used for training.
- The reviewed official sources provide no relevant adoption, usage or performance statistic for this announcement.
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