Meta plans to launch a standalone “Meta AI app” this year to compete with ChatGPT, aiming to enhance user personalisation, explore monetisation, and solidify its leadership in artificial intelligence.
In a bold move to rival OpenAI’s ChatGPT, Meta Platforms Inc. is set to launch a standalone Meta AI app in the second quarter of this year, according to a CNBC report. This marks a major step in CEO Mark Zuckerberg’s ambition to establish Meta as a leader in artificial intelligence by the end of the year.
Meta AI app: From feature to standalone assistant
In January, Zuckerberg publicly endorsed a Threads user’s proposal for Meta to create a standalone mobile app for its digital assistant.
Launched in September 2023, Meta AI debuted as a generative AI-powered assistant integrated into Meta’s apps. By April, it had entirely replaced traditional search functions on Facebook, Instagram, WhatsApp, and Messenger, incorporating AI-driven responses and image generation into these platforms.
The shift to a standalone app is anticipated to provide a richer, more personalised experience, enabling deeper user interaction across devices, with potential compatibility with hardware like Ray-Ban Meta smart glasses.
Monetisation strategy and Meta AI app competition
In addition to launching the standalone Meta AI app, Meta is considering a subscription-based model similar to OpenAI’s ChatGPT Plus and Microsoft’s premium Copilot features. Meta’s Chief Financial Officer, Susan Li, highlighted the company’s dedication to providing an exceptional user experience while noting “clear monetisation opportunities” over time, including paid recommendations and premium offerings.
This strategic move places Meta in direct competition with tech giants such as Google, which offers its Gemini assistant as a standalone mobile app, and Elon Musk’s xAI, which recently introduced the Grok AI assistant beyond X. In a playful twist, OpenAI CEO Sam Altman responded with a sly comment on X, saying, “ok fine maybe we’ll do a social app.”
Meta’s push for AI leadership
Meta AI currently boasts approximately 700 million monthly active users, with India emerging as its largest market, particularly through WhatsApp. However, the challenge remains to grow its user base and engagement to match leading AI chatbots like ChatGPT.
Internally, Zuckerberg has placed increasing pressure on his teams to accelerate AI development, with some employees reportedly working seven-day weeks to maintain competitive momentum. In a January memo announcing layoffs, Zuckerberg emphasised the company’s commitment to innovation, stating:
“Meta is working on building some of the most important technologies of the world—AI, glasses as the next computing platform, and the future of social media. This is going to be an intense year, and I want to make sure we have the best people on our teams.”
As the race for AI dominance continues, the Meta AI app could be a decisive factor in reshaping the landscape of digital assistants and securing the company’s position at the forefront of AI innovation.
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