Zuckerberg builds Ai-avatar of himself to talk to employees

A reality that, to many, only a short time ago would have seemed unthinkable. Born from the mind of some dystopian film scriptwriter. Instead - as many experts have been pointing out for some time - the force with which Artificial Intelligence (Ai) is modifying our lives is a stark truth. Even in the corporate world. An example? It is offered by the Financial Times. The British financial sheet revealed that Meta is developing an artificial intelligence version of Mark Zuckerberg. An Ai capable of talking to employees and responding like him, as part of a broader plan to transform the company around Artificial intelligence.

The idea is to create a photorealistic three-dimensional avatar, capable of interacting in real time, replicating the CEO's voice, tone and communication modes, with the aim of making his presence scalable within the organisation . The project is still at an early stage, but according to various sources it has already become a priority, and Zuckerberg himself is directly involved in the training of the system, contributing with his public statements and his most recent strategic thoughts .

This initiative is part of a broader context in which Meta is investing billions to catch up with competitors such as OpenAI and Google, with the stated ambition of building a 'personal superintelligence' and redefining its operating model. This is not the first time Meta has experimented with artificial characters, as it had already launched celebrity-based chatbots in 2023 and later tools such as AI Studio to allow users to create personalised digital avatars.

Those initiatives, however, were entertainment-oriented and also generated controversy related to inappropriate content and risks for minors . The new project, on the contrary, marks a different transition, because it shifts the use of Ai from outside to inside the company, turning it into an organisational management and communication tool.

According to reconstructions reported by the FT, the main objective is to improve efficiency and make the flow of information between leadership and employees more direct and uniform, allowing the Facebook creator to be virtually present on a large scale and to provide consistent guidance on a continuous basis. At the same time, Meta is pushing employees to adopt automation tools and Ai agents, introducing internal tests to assess competencies, and incentivising a technology-oriented cultural change. This type of approach responds to a precise logic: reduce decision-making time, standardise processes and increase productivity by integrating artificial intelligence not only as a support, but as a real intermediary between people and organisation.