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Meta Platforms, the parent company of Facebook, has launched a standalone app for its Meta AI assistant, intensifying its bid to compete with industry leaders like OpenAI and Google in the fast-evolving generative AI space.
The new app marks Meta’s strategic move to grow usage of its AI assistant beyond the company’s core platforms — Facebook, Instagram, WhatsApp, and Messenger — where the assistant was previously integrated.
The standalone Meta AI app offers users a more personalised experience, tailoring responses based on contextual and behavioural data drawn from linked Facebook and Instagram accounts. This integration underscores CEO Mark Zuckerberg’s ambition to position Meta as a key player in artificial intelligence by leveraging its vast social media ecosystem.
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The assistant is powered by Llama 4, Meta’s latest and most advanced large language model. It is designed to compete with the newest offerings from OpenAI (GPT-4), Google (Gemini), DeepSeek, and Anthropic (Claude), boasting enhanced reasoning, multilingual support, and improved efficiency.
Meta said the app will also integrate with its AI-powered smart glasses, merging features with its existing companion app to provide seamless user experiences across devices.
The launch coincides with Meta’s inaugural AI developer conference, LlamaCon, held Tuesday, where the company highlighted innovations across its Llama family of models and its vision for open and accessible AI tools.
The announcement comes just ahead of Meta’s first-quarter earnings report, expected after markets close on Wednesday, as investors closely watch how AI investments may shape Meta’s financial trajectory.
In a further development, Meta is preparing to test a paid subscription model for more advanced versions of the Meta AI chatbot. Although initially disclosed by Reuters in February, sources caution that this premium service may not generate significant revenue until 2026 at the earliest.
Meta AI, which debuted in September 2023, is a virtual assistant built to assist users with reasoning tasks, similar to ChatGPT and Google’s Gemini. Its expansion into a dedicated app and hardware integration signals Meta’s long-term commitment to embedding AI into daily consumer life.
As the generative AI race heats up, Meta’s new offering puts it in direct contention with established players, aiming to redefine user interaction with social, wearable, and productivity platforms through AI.
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