Meta developing AI version of Mark Zuckerberg for employee interactions

Meta chief is closely involved in developing the tool

Meta is developing an AI-powered, photorealistic version of CEO Mark Zuckerberg for employee interactions amid regulatory scrutiny and previous digital avatar experiments.

Meta is developing an AI-powered version of its chief executive, Mark Zuckerberg, capable of interacting with staff in his place, as the company accelerates efforts to embed AI across its operations.

The technology, still in its early stages, forms part of a broader strategy by Meta to reposition itself around AI.

Sources familiar with the project told the Financial Times that the system is designed to create a photorealistic, animated version of Mr Zuckerberg that can hold real-time conversations with employees.

The Meta chief is said to be closely involved in developing the tool, helping train the AI using his own speech patterns, tone and strategic thinking.

The aim is to produce a digital character that reflects both his personality and leadership style, potentially allowing staff to seek guidance or feedback without direct access to the executive himself.

The initiative is separate from another internal effort to build a so-called "CEO agent", intended to assist Mr Zuckerberg with tasks such as retrieving information quickly.

Previous experiments

Meta has previously experimented with digital representations of its founder. In 2022, Mr Zuckerberg unveiled a virtual avatar of himself within his metaverse platform, though it drew criticism for its visual quality.

Since then, the company has all but ditched its metaverse plans while shifting focus more heavily towards AI.

The renewed push comes amid intensifying competition with rivals such as OpenAI and Google to develop advanced AI systems.

Mr Zuckerberg has pledged significant investment in what he has described as "personal superintelligence".

Earlier this week, Meta released a new AI model, dubbed Muse Spark, designed for use across its platforms. Investors reacted positively, with the company's shares rising sharply following the announcement.

Internally, Mr Zuckerberg has taken a more hands-on approach, reportedly spending several hours each week coding and participating in technical reviews.

The company has also expanded its work on AI-driven characters, including chatbots based on celebrity personalities such as Snoop Dogg.

Growing scrutiny

Meta's AI ambitions have not been without controversy. Previous tools – such as AI Studio – allowing users to create their own AI personas sparked concerns over misuse, including the generation of inappropriate content.

The company has since introduced restrictions, particularly for younger users.

At the same time, Meta faces ongoing regulatory scrutiny. In the United States, the company was recently ordered to pay substantial penalties over allegations it misled users about platform safety.

In the UK, Prime Minister Keir Starmer has called on social media companies, including Meta-owned Instagram, to address concerns about addictive features, particularly among younger audiences. The government is considering measures such as age restrictions and limits on screen time.

"We're consulting on whether there should be a ban for under 16s," Starmer told BBC Radio.

"But I think equally important, the addictive scrolling mechanisms are really problematic to my mind. They need to go," he added.