Meta is hiring US-based contractors to develop culturally adapted AI chatbots for users in India, Indonesia, and Mexico, signalling a new push toward global market localisation. These new roles are aimed at shaping chatbot personalities tailored to regional contexts, including Hindi, Indonesian, Spanish, and Portuguese-speaking audiences.
Contractors are reportedly being offered up to $55 per hour. The selected candidates are expected to collaborate with local teams and contribute to the creative direction of the AI personas. Meta’s move marks an evolution from its earlier approach with celebrity chatbots, expanding instead toward character-driven AI interactions that reflect user culture and linguistic nuances.
Storytelling meets AI in Meta’s content strategy
The roles call for professionals with at least six years of experience in character development, storytelling, and AI prompt engineering. According to job listings posted by staffing firms, candidates are also required to understand regional sensitivities and content workflows.
This latest hiring effort is part of Meta’s broader AI journey that began with celebrity alter-egos in 2023 and later pivoted toward user-generated characters through its AI Studio. While AI Studio allows users to create their own chatbots, the company appears keen to maintain creative control over strategic geographies like India.
With platforms like WhatsApp, Instagram, and Facebook commanding large user bases in these markets, the company is investing in AI chatbot development to enhance user engagement and offer context-rich conversational experiences. The focus on culturally rooted design indicates a shift from generic automation to intelligent, localised interaction.
