After a year of waiting since its launch in the United States, Meta AI is finally taking its first steps in Europe. Deployed in March 2025, this in-house artificial intelligence is moving into a much more regulated environment than its original market. And for Mark Zuckerberg's group, it hasn't been question of rushing in headfirst.
An arrival under strict conditions
From the first rumors of its European expansion, the regulatory authorities scrutinized the project closely. At the heart of the concerns: the use of personal data, a sensitive subject on the Old Continent. Meta therefore had to ensure that European users' information would not be used to train its AI.
As a result, the launch was delayed by several months while the company complied with stringent regulations such as the GDPR and the Digital Markets Act. Some features offered to American users were disabled to meet local requirements.
A restricted, but functional version
Today, the European version of Meta AI arrives with a reduced scope. No image generation, no photo recognition: the tool focuses on text assistance, task scheduling, or suggestions in messaging.
But this sobriety doesn't stop Meta from thinking big. Its main asset? The direct integration of AI into ultra-popular applications like WhatsApp and Messenger. A strategy that could well make the difference, as these platforms are already anchored in the daily lives of millions of users.
A bet on scale rather than surprise
Mark Zuckerberg has never hidden his ambitions for Meta AI. The stated objective: to reach one billion active users this year. A goal that seems less utopian than it appears, given the resources implemented. Meta is investing heavily in its data centers to support the rise of its digital assistant.
And while Google and OpenAI are refining their models, Meta is playing the user anchoring card. By integrating its AI where users are already conversations, calls, and social interactions, the firm hopes to create a network effect much faster than its competitors.
Between mistrust and curiosity
The European launch is naturally accompanied by a cascade of ethical and societal debates. What impact on digital uses? On employment? On the protection of fundamental rights? Nothing new under the sun when it comes to AI, but in Europe, these questions are taking on a particular resonance.
The reception remains cautious, but not closed. While regulators continue to monitor the slightest developments in the technology, some users are curious to test this intelligent assistant, provided it respects their expectations in terms of confidentiality and transparency.
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