Meta, the company that owns Facebook, Instagram, and WhatsApp, has implemented its artificial intelligence (AI) into the instant messenger, expanding the functionalities of the application. The technology, which was already available in other countries since April 2024, took a little longer to reach Brazil due to impositions from the National Data Protection Authority (ANPD).
WhatsApp’s AI is based on advanced language models, such as LLaMA (Large Language Model Meta AI), trained with large amounts of textual data to understand and generate natural language effectively. “Meta’s AI can answer questions, make recommendations, search for news on topics of interest on the web without leaving the app, and generate images and small gifs for sharing,” explains Pierre dos Santos, AI Analyst at Leste Telecom.
“However, the tool is still in Beta phase, so there are many errors in its use. This will be improved over time, and the AI may even have its usage mode revised, as there are many opportunities for adding new services, including those related to accessibility,” he adds.
Damsel or villain? It depends on the use
With so much debate about the use of artificial intelligence, which has already been proven to be behind practices like fake news and deepfake, many people are wary of having Meta’s AI available on WhatsApp, without even the possibility of disabling the feature. “Meta has stated that the content of conversations with AI may be used to train artificial intelligence algorithms, but does not associate this content with personal user information,” reassures Pierre.
Although not publicly disclosed how the data will be used for ad segmentation, other than focusing on AI training, continuous use of the tool may impact ad and publicity reception in the long run. Data collection, which is a common practice in the tech market, can be used for ad personalization, audience segmentation, and behavior prediction, for example.
“However, my expectation is that Meta prioritizes user privacy and consent, using AI in an ethical and transparent manner to benefit both users and advertisers in line with our legislation,” the analyst opines.
Even though the technology does not have access to private conversations on WhatsApp and user data remains protected by the messenger’s encryption, according to the AI documentation, messages shared with the tool can be used to provide relevant responses to you or to improve the technology. “Therefore, do not send messages containing information you do not want to share with the AI. At least, we can delete the messages sent to the AI by typing /reset-all-ais in the conversation,” warns.
Use sparingly
Pierre also says that AI is a powerful tool that can be useful in various contexts. However, it is essential to use it responsibly and carefully, always thinking about the safety and privacy of personal data. To that end, he shares some basic yet valuable tips:
- Use AI as an assistant tool, not as a substitute for critical thinking;
- Use AI for tasks you consider safe and without risk to your privacy, avoiding sharing personal or confidential information with AI in the conversation;
- Avoid using AI to make important decisions;
- Research only on topics of general interest, avoiding sensitive or controversial subjects.
“It is true that, every day, it is increasingly difficult to identify if content was generated by AI, but there are some signs that can help you to be suspicious: unknown or dubious source; content too good to be true; absence of information about authorship; artificial language; generic and unoriginal content; and lack of emotion and subjectivity,” concludes the expert.
