Hello readers! We are reporting an important story in social media today. Meta is announcing a powerful new artificial intelligence tool for creators on its platforms. This new feature automatically translates and dubs video content and will help creators and fans connect globally by breaking down language barriers.

Meta is adding another creator tool to their library: Meta AI Translations, a tool that automatically translates and dubs short form videos. The tool will use the creator voice to create people generated new audio in another language, making the final product sound more authentic and personal. It even has a lip syncing feature that uses the creator mouth movements against the new audio, so the result will feel like the creator is speaking the translated language directly.

The technology was first announced by Meta CEO Mark Zuckerberg at the Meta Connect developer conference last year, and now the company is rolling it out for creators on Facebook and Instagram. The launch will be pivotal for helping to provide online creators with the ability to reach a new audience and help generate viewers without having to replicate content over multiple languages. Adam Mosseri, head of Instagram, stated, "We want creators to be able to reach an audience. With this feature, we’re removing the language barrier".

The translation feature is easy to access. Before the creator posts their new Reel, they simply need to select "Translate your voice using Meta AI". Users can also choose to add the lip-syncing feature and listen to the translated audio prior to posting.

Once a translated video is published, Facebook and Instagram will automatically serve it up to viewers in their preferred/default language. The video includes a tag to show the viewer that it was translated using Meta AI and viewers can choose to have the translation turned off at any time.

The tool performs at its best on videos where the speaker is facing the camera, there is minimal background noise, and they are not in a position where they are covering their mouth. It allows for 2 speakers but should not recommend they speak simultaneously.

Currently, the tool supports English-to-Spanish and Spanish-to-English translations, but Meta has said it will add many more languages later in an effort to reach creators worldwide. The tool is particularly available to all public Instagram accounts and Facebook creators who have at least 1,000 followers. Meta has also added new measurements to the Insights dashboard to allow creators using this tool to see the total number of people who watched the translated videos, as well as in what languages. This data will assist creators to quantify the extent of their impact in reaching new audiences across the world.

The newly offered change for creators is an indication of a complicated relationship between artificial intelligence and the world of online influencers. The new Meta product is aimed at helping human creators grow, yet what if AI generated "influencers" disrupt human creators? Increasingly, brands are turning to virtual creators like Aitana Lopez and Lil Miquela to promote marketing campaigns. Digital personalities like Aitana Lopez and Lil Miquela are simply cheaper and easier for brands to work with and have worked with brands like Nike and Prada.

Nonetheless, investigations show that human influencers still have a fair advantage, and could potentially be trusted by consumers. An investigation published in the Journal of Business Research showed that consumers rating higher authenticity in human created content in comparison to AI-generated influencers. Since artificial intelligence influencers have been known to falsely promote products they did not endorse and are felt by audiences to not be relatable, these AI influencers could be damaging to brand reputation over the long run.

Overall, the newly offered translation tool for creators from Meta all but guarantees the company is putting faith in the power of human creators. They are equipping their creators with tools that seem to eliminate their language learning curve, and signifying Meta's bet on continued creativity to be delivered by human beings to the Meta networks.