When news broke Tuesday morning that Meta bought Moltbook , the social network for AI agents, it may have left some people scratching their heads. What on earth would Meta — an ad-supported company — want with a social network where the users are bots? Bots, after all, are not the target audience of brand marketers and advertisers.

Meta isn’t saying much. Its only official comment was a brief statement that the Moltbook team was joining Meta Superintelligence Labs , which would open up “new ways for AI agents to work with people and businesses.”

Reading between the lines, this was an acqui-hire. A network built for bots isn’t exactly a natural home for brand advertising — even if Moltbook was never entirely non-human . What Meta really wanted was the talent behind it — people who are having fun brainstorming and experimenting with AI agent ecosystems.…