In the architecture of modern social media platforms, the biggest challenge remains the natural attrition of user activity due to interruption of use or, ultimately, death. A recent patent awarded to Meta for an artificial intelligence system capable of simulating user presence suggests that the Menlo Park-based giant is considering a technological solution to this problem. The dossier describes a mechanism that, based on analysis of historical interactions, voice message syntax and behavioural patterns, would be able to keep an account active even in the absence of its owner.
From an operational perspective, the move can be read as an attempt to stabilise the social capital accumulated on platforms such as Instagram and Facebook. For the creator economy, presence automation offers the theoretical possibility of maintaining reach without the need for constant physical interaction, which in theory solves the problem of influencer burnout. However, a system that can autonomously respond to private messages or generate posts on behalf of a deceased person takes the market into uncharted ethical and legal territory.
Analysts point out that the attempt to monetise digital legacies – sometimes referred to as the ‘smuby technique’ – carries risks beyond standard content moderation. Cambridge University researchers point out that the lack of clear protocols for ending a relationship with an algorithmic clone can lead to psychological complications for the user’s loved ones. While a Meta spokesperson points out that having a patent does not equate to deployment plans, the very fact of securing intellectual property in this area shows where the company sees another barrier to the development of engagement.
The key challenge becomes not so much the accuracy of mimicking human behaviour, but the transparency of these processes. The potential implementation of such systems will require the development of new standards of consent, involving both the creator of the digital avatar and the audience, who may unknowingly interact with the code instead of the human.
