In today’s Digest, we discuss Meta testing skippable ads on Instagram Reels, AI and social media disrupting Wikipedia traffic, and Meta tightening AI chatbot controls for kids.

Meta tests skippable ads on Instagram Reels

Instagram is experimenting with skippable ads in its Reels feature, offering users the ability to bypass promotional content mid-scroll. Over the past month, ADWEEK observed three instances of this new format, which includes a countdown timer in the top-right corner of the screen followed by an ad equipped with a “skip” button. 

Meta confirmed the test, stating it aims to evaluate whether the format enhances business discovery, though unlike YouTube, it does not intend to share ad revenue with creators.

AI and Social Media disrupt Wikipedia traffic

According to a recent blog post by Marshall Miller of the Wikimedia Foundation, Wikipedia experienced an 8% year-over-year decline in human pageviews. This downturn was uncovered following an update to the platform’s bot detection systems, which revealed that a surge in traffic during May and June was largely driven by bots designed to bypass detection.

Miller attributes the decline to shifting patterns in how people seek information, citing the growing influence of generative AI and social media platforms. As search engines increasingly deliver AI-generated answers directly to users, fewer people are clicking through to source sites like Wikipedia. Additionally, younger audiences are turning to short-form video platforms for information, bypassing traditional web-based resources. While Google disputes the notion that AI summaries are siphoning traffic, the trend raises concerns about the visibility and sustainability of open-source knowledge platforms.

Despite these challenges, the Wikimedia Foundation remains committed to its mission. Miller emphasises that Wikipedia’s content still reaches users indirectly, even if they don’t visit the site. However, he warns that reduced traffic could impact volunteer contributions and donor support. 

Meta tightens AI Chatbot controls for kids

Meta is introducing new parental control features to its platforms in response to growing concerns over inappropriate interactions between AI chatbots and underage users. Starting early next year, parents will be able to block their children from engaging with AI characters on Facebook, Instagram, and the Meta AI app. These updates will apply to “teen accounts”, the default setting for users under 18, and include the ability to restrict specific chatbots and monitor conversation topics to foster more informed discussions about AI use.

Meta executives Adam Mosseri and Alexander Wang emphasised the company’s commitment to helping parents navigate emerging technologies, noting that the new tools aim to simplify oversight and ensure safer digital experiences for teens.

The move follows a wave of criticism over reports that some AI bots had engaged in inappropriate conversations with minors. Investigations by Reuters and the Wall Street Journal revealed troubling exchanges, including one involving a chatbot using the voice of actor John Cena, which simulated a romantic dialogue with a user claiming to be 14.