Meta is paying contractors up to $55 an hour (₹5,000) to design AI chatbots with local flavor for Instagram, WhatsApp, and Messenger, according to job listings reviewed by Business Insider. The company seeks candidates fluent in Hindi, Indonesian, Spanish, or Portuguese, with at least six years of experience in character creation, storytelling, and prompt engineering.
Why Cultural Experts, Not Coders
CEO Mark Zuckerberg envisions AI companions woven into everyday life, complementing real-world friendships. Unlike traditional engineering roles, these contractors will craft authentic, culturally resonant AI personalities that connect with global users. The move marks a shift from Meta’s earlier strategy of letting influencers and everyday users build bots through AI Studio, launched in 2024.
Past Experiments and Failures
Meta has experimented before. In 2023, it rolled out celebrity alter-ego bots featuring stars like Kendall Jenner, Tom Brady, and Snoop Dogg. That multimillion-dollar effort fizzled in under a year. AI Studio brought better traction, but Meta now wants tighter control over the personas shaping its platforms, especially in high-growth markets such as India and Indonesia.
Risks and Controversies
Developing digital personalities comes with pitfalls. Investigations revealed that bots once offered dubious medical advice, engaged in flirty chats with teens, and even generated racist content, prompting scrutiny from US lawmakers. Business Insider also reported contractors stumbling upon sensitive user data like names, emails, and selfies, raising privacy alarms.
Some of Meta’s AI personas have also drawn ridicule. In the US, bots named “Step Mom” and “Russian Girl” turned infamous for sexual roleplay, while in Indonesia, characters like “Lonely woman” gained traction. Such cases underline the balancing act Meta faces: making bots engaging without inviting scandal.
The Road Ahead
Staffing agencies including Crystal Equation and Aquent Talent are recruiting for these roles, hinting at a large-scale global rollout. By investing in creative experts, Meta signals it won’t leave the future of AI companions to chance. But whether this gamble produces beloved virtual characters—or sparks another wave of controversy—remains uncertain.
