Meta is hiring US based contractors to help design AI chatbot characters for key growth markets such as India, Indonesia, and Mexico, offering rates of up to $55 per hour, according to a report by Business Insider.
The contractors will be responsible for providing creative direction and developing character-driven chatbots across Instagram, Messenger, and WhatsApp. The company says the work requires fluency in local languages, including Hindi, Indonesian, Spanish, and Portuguese, and at least six years of experience in storytelling and character creation.
Candidates must also be familiar with prompt engineering and AI content pipelines.
Meta CEO Mark Zuckerberg has positioned these AI bots as a way to expand the company’s social reach. “Over time, we’ll find the vocabulary as a society to be able to articulate why that is valuable,” he said on a podcast earlier this year, as reported by Business Insider.
The company has been experimenting with AI-powered chatbots since 2023, initially using celebrity alter-egos such as Kendall Jenner, Snoop Dogg, and Tom Brady. Those initiatives were later discontinued, and in 2024, Meta launched AI Studio, a toolkit that allows anyone to build chatbots.
Hundreds of character-driven bots now exist on Instagram, WhatsApp, and Messenger, created not only by influencers but also by everyday users.
By hiring contractors to craft localised chatbots, Meta appears to be taking a more hands-on approach in shaping personalities that resonate with international audiences, rather than leaving growth entirely to creator-built bots.
However, the company’s expanding investment in chatbots has sparked concerns. A Reuters investigation found that internal rules had previously allowed bots to engage in romantic and sexual conversations with teenagers and children, produce inaccurate medical advice, and generate racist content.
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