Meta, the parent company of Facebook, Instagram, and WhatsApp, is ramping up its efforts to build culturally relevant AI chatbots by hiring Hindi-speaking professionals.
The company is working with third-party contractors in the United States to recruit talent capable of designing character-driven chatbots tailored for Indian users.
This initiative is part of Meta’s broader push to deepen engagement in emerging markets through localized digital experiences.
The hiring drive focuses on candidates fluent in Hindi, with strong backgrounds in storytelling, character creation, and AI content workflows.
Contractors selected for the role will help train chatbots to understand and respond in Hindi, while also embedding cultural nuances that resonate with Indian users.
Role Requirements and Compensation at Meta
According to job listings shared by staffing agencies such as Crystal Equation and Aquent Talent, applicants must have at least six years of experience in creative writing, prompt engineering, and AI content pipeline development.
The role involves shaping chatbot personalities for platforms like Instagram, Messenger, and WhatsApp.
Meta is offering up to $55 per hour for these positions, translating to approximately ₹4,840 per hour.
While the roles are based in the US, contractors will collaborate closely with local residents and cultural experts in India to ensure authenticity in language and behavior.
From Celebrity Bots to Cultural Companions
This move marks a shift from Meta’s earlier experiments with celebrity-inspired AI chatbots.
In 2023, the company launched bots modeled after public figures like Kendall Jenner and Snoop Dogg.
However, the initiative faced backlash after reports surfaced of inappropriate conversations with underage users, leading Meta to shut down those bots and reassess its approach.
In response, Meta launched AI Studio in 2024, a platform that allows users to build their own character-driven chatbots.
Currently available only in the US and Indonesia, AI Studio laid the groundwork for Meta’s renewed focus on professionally crafted personas for specific regions.
Privacy and Safety Concerns Persist
Despite the promise of personalized AI experiences, Meta’s chatbot program has faced scrutiny over privacy and safety.
Reports from Business Insider and Reuters have highlighted concerns about contractors accessing sensitive user data, including names, phone numbers, and private conversations.
In response, Meta has pledged to implement stronger safeguards and oversight mechanisms.
However, US lawmakers continue to call for investigations into how the company develops and monitors its AI systems.
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