Meta’s AI push is a testament to the start of a prolonged AI War. Artificial intelligence (AI) and machine learning (ML) have emerged as the dominant themes for tech products and services in 2023. The fierce competition from OpenAI’s ChatGPT has driven tech giants such as Microsoft and Google to release their AI-powered Bing and Bard, respectively. Meanwhile, Meta Platforms, the parent company of Facebook and Instagram, has announced plans to integrate AI into its current services.

Meta Chairman Mack Zuckerberg revealed on social media that the company is creating a new top-level product group focused on generative AI to accelerate its work in this field. In the statement, Meta says it aims to develop “AI personas” that can assist people in various ways. The company plans to integrate AI into its product portfolio, including Whatsapp, Messenger, and Instagram. Zuckerberg said, “We’re exploring experiences with text, images, video, and multi-modal experiences.”

According to Bloomberg, the AI team at Meta will be led by machine learning and AI executive Ahmad Al-Dahle, who reports directly to Meta Chief Product Officer Chris Cox. This move signifies that Meta intends to integrate AI further into its online products and services. However, Meta emphasizes that the company is still in the early stages of AI growth and has foundational work before developing futuristic experiences.

Mark Zuckerberg expressed his excitement about the new things Meta will build along the way in his closing remarks on the announcement.