Meta is testing a new feature that could reshape how users interact with AI chatbots across its platforms: proactive AI chatbots that initiate conversations. According to a report by Business Insider, the company is developing chatbots capable of sending follow-up messages based on previous interactions, with the aim of increasing user engagement and retention.
The development emerged through guidelines from data labeling firm Alignerr’s “Project Omni,” and Meta has confirmed the project’s existence. These follow-up chatbots are built using Meta’s no-code AI Studio software, which allows anyone to create AI chatbots tailored to specific interests or topics.
“After you initiate a conversation, AIs in Meta AI Studio can follow up with you to share ideas or ask additional questions. This allows you to continue exploring topics of interest and engage in more meaningful conversations with the AIs across our apps,” a Meta spokesperson told Business Insider.
In Project Omni, one AI persona, titled “The Maestro of Movie Magic,” was designed to check in with users about music and soundtracks. A sample message reads:
“I hope you’re having a harmonious day! I wanted to check in and see if you’ve discovered any new favorite soundtracks or composers recently. Or perhaps you’d like some recommendations for your next movie night? Let me know, and I’ll be happy to help!”
The broader objective is to provide value to users while enhancing engagement metrics. CEO Mark Zuckerberg has previously spoken about the potential for AI agents to address social connection gaps, referencing data suggesting that an average American has fewer than three close friends. Meta’s proactive AI chatbots could play a role in creating a sense of companionship or interactive utility for users with limited daily social interactions.
From a business perspective, this functionality could also unlock new revenue streams. AI chatbots can be shared via direct links or embedded into user profiles and stories, creating fresh engagement opportunities across Meta’s ecosystem. The company is projecting $2-3 billion in revenue from generative AI products in 2025, and initiatives like proactive chatbots are likely part of that strategy.
Meta emphasised that these chatbots will not be overly intrusive. Follow-up messages will only be sent once every 14 days and only if a user has already sent at least five messages to the chatbot within that period. If a user does not respond to the initial proactive message, the chatbot will not attempt to initiate conversations again.
Currently, these proactive bots remain in the testing phase, and no official launch date has been announced. The news arrives shortly after Meta faced criticism for a design flaw in its Meta AI app that inadvertently made private chats public. Following user backlash, the company updated the interface to include a prompt before sharing chats to public feeds.
As generative AI continues to evolve, Meta’s push towards more interactive and conversational AI experiences reflects its ambition to integrate AI agents more deeply into daily user routines—whether as practical assistants, sources of entertainment, or potential digital companions.
