Meta hires far-right influencer to help end 'Woke AI'

Meta is quickly becoming the forerunner in Big Tech's chorus against "Woke AI," as it announces a collaboration with known conservative influencer Robby Starbuck to ensure its AI tools are free of "ideological bias."

Starbuck, to clarify, is not an expert in developing or training AI tools or LLMs. Instead — as explained in an August 8 statement posted to the X accounts of Starbuck and Meta Chief Global Affairs Officer Joe Kaplan — he will provide guidance to the company's developers on how to further "mitigate" political bias in AI tools. Meta's stance is that removing such "DEI bias" makes its models "more accurate." The advisory role is part of a deal struck in a settlement between Meta and Starbuck, who sued the company for $5 million, alleging the company's AI chatbot falsely claimed he was at the Jan. 6, 2021 Capitol insurrection.

“We don’t want a future where you’ve got AI putting the thumb on the scale when it comes to politics,” Starbuck said in an interview with CNBC, explaining his goal was "ethical" and "neutral" AI. Starbuck has previously advised the Federal Communications Commission (FCC) and head Brendan Carr on eliminating DEI and equal opportunity initiatives in telecommunications, a strategy that includes withholding FCC approvals for companies that don't comply with the Trump administration's mandates.

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The move comes after President Trump announced a new federal AI Action Plan and executive order targeting what conservatives have deemed "Woke AI," or Large Language Models with ideological or political "bias" that promote liberal beliefs, including the concept of Diversity, Equity, and Inclusion. Many considered the move to be a capitulation to Big Tech's leaders, most of whom funded and now advise the Trump administration.

Starbuck, a former music video director, has become a leading figure among conservative social media influencers, gaining popularity for videos that attack companies with diversity initiatives and galvanize his followers to boycott or pressure them to capitulate to right wing demands by removing DEI policies. Like many other conservative influencers, Starbuck often shares alarmist comments about gender affirming healthcare for trans youth, refers to liberal commentators as "mentally challenged" and "lunatics," and has declared DEI policies a "war on men." He's also a visiting fellow at the Heritage Foundation, the conservative think tank behind that crafted the controversial Project 2025 movement.

Even before the president's sweeping anti-DEI orders, Meta had already struck down its DEI mandates and related policies, including protections for LGBTQ communities, women, and people of color. Meta founder Mark Zuckerberg has been gradually shifting the company's policies and priorities to the right in the name of "free speech" — echoing the sentiments of the current administration — including donating $1 million to the Trump campaign in the company's name.

"Since engaging on these important issues with Robby, Meta has made tremendous strides to improve the accuracy of Meta AI and mitigate ideological and political bias," the company said in a statement.