Meta is expanding its AI footprint with the launch of a standalone Meta AI app, unveiled at the company’s LlamaCon event this week. After integrating Meta AI into WhatsApp, Instagram, Facebook and Messenger, this new app gives users direct access to Meta’s AI assistant – similar in format to popular AI tools like ChatGPT, but with a key difference: personalisation rooted in Meta’s deep knowledge of its users.
Unlike other AI platforms that start with a blank slate, Meta AI has the advantage of context. Years of user activity on Facebook and Instagram give the assistant a head start in understanding individual preferences, habits and social circles. According to Meta, the app can tailor its responses based on information users have already shared across the company’s platforms, such as profile details and content engagement.
While not yet available in Ireland, the app also offers users the option to voluntarily provide additional personal details to improve future interactions. For example, you could inform Meta AI that you’re lactose intolerant, and it would avoid suggesting cheese-centric activities for your vacation plans.
Still, this personalisation comes with trade-offs. As with all AI products – especially those from data-driven companies like Meta – users should remain conscious of how their information is being used. Meta’s primary revenue stream comes from targeted advertising, and this AI assistant is likely to play a role in further refining that system.
One of the standout features of the new Meta AI app is its “Discover” feed, which allows users to share their AI interactions with friends. In a demo, Meta showcased a user asking the AI to describe them in three emojis, then sharing that with their circle. Importantly, content is only shared to the Discover feed if the user explicitly chooses to do so.
This social layer could help boost the visibility of certain generative AI trends—think transforming yourself into a Barbie or a Studio Ghibli character. Whether the world really needs another social feed is debatable, but it’s clear Meta is betting that blending AI with its core strength – social connectivity – will give its assistant an edge in a crowded field.
Call to Action
If you’d like to delve deeper into how these trends can reshape your organisation, we would be delighted to discuss them in more detail. Invite Mark Kelly, Founder of AI Ireland, to speak at your next team meeting, conference or strategy session. We can explore practical ways to harness AI responsibly, meet sustainability goals, and navigate the evolving consumer landscape. Let’s work together to ensure Ireland remains at the vanguard of innovation in 2025 – and beyond.
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