Meta, the company behind Facebook, Instagram, and WhatsApp, has implemented its artificial intelligence (AI) in the instant messaging app, expanding the app's functionalities. The technology, which had been available in other countries since April 2024, took a little longer to arrive in Brazil due to the restrictions imposed by 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 is capable of answering questions, providing recommendations, searching for news on topics of our interest on the web without leaving the app, and generating images and small gifs for sharing, explains Pierre dos Santos, AI Analyst at Leste Telecom.
However, the tool is still in Beta phase, so it contains many errors in its use. This will be improved over time, and the AI may even have its mode of use revised, as there are many opportunities to add new services, including those related to accessibility, he adds.
Good girl or villain? It depends on the use
With so many debates about the use of artificial intelligence, which has already been proven to be behind practices like fake news and deepfake, many people feel hesitant to have Meta's AI available on WhatsApp, without even the option to disable the feature. Meta stated that the content of conversations with AI may be used to train artificial intelligence algorithms, but does not associate this content with users' personal information, assures Pierre.
Although it has not publicly disclosed how the data will be used for ad targeting, in addition to the focus on AI training, continuous use of the tool may have an impact on the receipt of ads and advertisements in the long term. Data collection, which is a common practice in the technology 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 ethically and transparently to benefit both users and advertisers in accordance with our legislation," says the analyst.
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 may be used to provide relevant responses for you or to improve this 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," it 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 considering the security and privacy of personal data. For that, he shares some basic but valuable tips:
- Use AI as an auxiliary 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 becomes increasingly difficult to identify whether content was generated by AI, but there are some signs that can help you suspect: unknown or dubious source; content that is too good to be true; lack of information about the author; artificial language; generic and unoriginal content; and lack of emotion and subjectivity," concludes the specialist.
