The social media giant is about to take a strategic step: after integrating its generative AI into Facebook, Instagram, WhatsApp, and Messenger, Meta is preparing to deploy it in a completely independent form.
Meta AI: from an integrated assistant to a standalone application
Launched in September 2023, Meta AI has gradually established itself as a central search engine within the group's main platforms. Capable of responding to text queries and generating images, it has gained visibility over the months, notably with a reinforced deployment in April 2024.
But Mark Zuckerberg is thinking bigger. The CEO of Meta has never hidden his ambition to make artificial intelligence a strategic pillar of the company. To support this ramp-up, Meta plans to invest between $60 billion and $65 billion in 2025 in its infrastructure: data centers, specialized servers, and technologies capable of supporting more than a billion users.
An application to free itself from platforms
With this standalone application, Meta aims to expand access to its generative AI and intensify user engagement. Until now, the assistant was only accessible from certain specific interfaces, thus limiting its adoption.
Last January, a discussion on Threads highlighted a strong demand for a full mobile version of Meta AI. Mark Zuckerberg, by responding with an approving emoji, already seemed to confirm that the company was working on this project. Today, this decision is taking a more concrete turn.
Towards a business model inspired by ChatGPT?
While the application will be free at launch, Meta is already thinking about monetizing it. Like its competitors, the company is testing a premium offering with personalized recommendations and exclusive content, a strategy reminiscent of OpenAI's ChatGPT Plus.
Susan Li, Meta's CFO, recently emphasized that the current priority remains improving the user experience, but that the financial outlook is promising. By developing advanced features, Meta could turn its technological advantage into a new, sustainable revenue stream. The battle for leadership in artificial intelligence continues to intensify, with each company seeking to offer more sophisticated and accessible solutions.
This shift could also force other players to review their AI integration strategies. In a constantly evolving sector, where every advance redefines the market balance, the slightest innovation can trigger a chain reaction.
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