Meta’s online ad library shows the company is hosting thousands of ads for AI-generated, NSFW companion or “girlfriend” apps on Facebook, Instagram, and Messenger. They promote chatbots offering sexually explicit images and text, using NSFW chat samples and AI images of partially clothed, unbelievably shaped, simulated women.
Many of the virtual women seen in ads reviewed by WIRED are lifelike—if somewhat uncanny—young, and stereotypically pornographic. Prospective customers are invited to role-play with an AI “stepmom,” connect with a computer-generated teen in a hijab, or chat with avatars who promise to “get you off in one minute.”
The ads appear to be thriving despite Meta’s ad policies clearly barring “adult content,” including “depictions of people in explicit or suggestive positions, or activities that are overly suggestive or sexually provocative.”
That’s created a new front in debates over the clash between AI and conventional labor. Some human sex workers complain that Meta is letting chatbots multiply, while unfairly shutting their older profession out of its platforms by over-enforcing rules about adult content.
“As a sex worker, if I put anything like ‘I will do anything for you, I will make you come in a minute’ I would be deleted in an instant,” says Gemma Rose, director of the Pole Dance Stripper Movement, a UK-based sex-worker rights and pole-dance event organization.
Meta’s policies forbid users from showing nudity or sexual activity and selling sex, including sexting. Rose and other sex-worker advocates say the company seems to apply a double standard in permitting chatbot apps to promote NSFW experiences while barring human sex workers from doing the same.
People who post about sex education, sex positivity, or sex work have for years complained the platform unfairly quashes their content. Meta has limited some of Rose’s posts from being shown to non-followers, screenshots seen by WIRED show. Her personal Instagram account and one for her organization have previously been suspended for violating Meta policies.
“Not that I agree with a lot of the community guidelines and rules and regulations, but these [ads] blatantly go against their own policies,” says Rose of the sexual chatbots promoted on Meta platforms. “And yet we’re not allowed to be uncensored on the internet or just exist and make a living.”
WIRED surveyed chatbot ads using Meta’s ad library, a transparency tool that can be used to see all the ads currently running across its platforms, all ads shown in the EU in the past year, and past ads from the past seven years related to elections, politics, or social issues. Searches showed that at least 29,000 ads had been published on Meta platforms for explicit AI “girlfriends,” with most using suggestive, sex-related messaging. There were also at least 19,000 ads using the term “NSFW” and 14,000 offering “NSFW AI.”
Some 2,700 ads were active when WIRED contacted Meta last week. A few days later Meta spokesperson Ryan Daniels said that the company prohibits ads that contain adult content and was reviewing the ads and removing those that violated its policies. “When we identify violating ads we work quickly to remove them, as we’re doing here,” he said. “We continue to improve our systems, including how we detect ads and behavior that go against our policies.”
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