Threads tests a Meta AI integration that works similarly to Grok

Threads is testing a Meta AI integration that works similarly to X’s Grok. Users with a public account will be able to mention Meta AI in a post or a reply to get more context. The feature is currenty in beta testing in Malaysia, Saudi Arabia, Mexico, Argentina, and Singapore.

Meta told TechCrunch in an email that the feature is designed to help people get real-time context about trends and breaking stories, as well as receive recommendations, all within conversations.

Now, users can mention Meta AI to ask questions like, “why are people talking about the World Cup this month?, “whose Met Gala looks are trending right now?” or “how are the Knicks doing in the playoffs?” Meta AI will then process the invocation and respond as a public reply authored by the @meta.ai account. Meta AI will respond in the language used in the post it was mentioned in.

By integrating Meta AI into its platform, Threads is positioning itself as not just a destination for chatting about news and trends, but also a place where you can get information and recommendations without having to leave the app.

The idea is similar to Grok’s role on X, which is filled with posts of users asking the AI chatbot questions like “is this real?” or “explain this.” Of course, giving an AI chatbot this level of visibility carries risks, as seen on X when Grok generated posts praising Hitler. Still, Meta AI notably has stronger safeguards in place than Grok, though it remains to be seen whether it will be prone to similar issues.

Meta notes that if you want to see fewer Meta AI replies in your feed, you can mute @meta.ai, use the “Not interested” option on any Meta AI post, or hide a Meta AI reply that appears directly on your post.

The company says it plans to learn from early feedback and will continue improving the experience before expanding it to more people.

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Aisha is a consumer news reporter at TechCrunch. Prior to joining the publication in 2021, she was a telecom reporter at MobileSyrup. Aisha holds an honours bachelor’s degree from University of Toronto and a master’s degree in journalism from Western University.

You can contact or verify outreach from Aisha by emailing aisha@techcrunch.com or via encrypted message at aisha_malik.01 on Signal.

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Key takeaways

The integration of Meta AI into Threads could transform how users consume news and interact on social media.

Brazil, as a major social media market, could benefit from features that provide real-time information.

User experience will depend on the AI's effectiveness in providing accurate information and the ability to moderate generated content.

Editorial analysis

The integration of Meta AI into Threads represents a significant strategic move for Meta, especially at a time when competition in social media is intensifying. For the Brazilian tech sector, this may indicate a growing trend of social platforms adopting artificial intelligence to enhance user experience. Brazil, being one of the largest social media markets in the world, could benefit from features that provide real-time information, particularly in a context where misinformation is a constant concern.

Moreover, the proposal to allow users to interact directly with an AI for context on events and trends could transform how news is consumed. This not only increases engagement but can also help foster a more informed community. However, the user experience will depend on how Meta addresses moderation challenges and the accuracy of AI-generated information, especially considering the mistakes made by similar systems like Grok on X.

The fact that the feature is in beta testing in countries like Malaysia and Mexico suggests that Meta is gauging receptivity in diverse markets before a broader launch. For Brazil, this could mean that Meta AI integration may arrive soon, offering a new tool for users to engage with the platform. The public's response and the effectiveness of the AI in providing relevant and accurate information will be crucial for the success of this initiative.

Finally, the ability for users to mute or hide replies from Meta AI is a positive aspect, as it shows a concern for user experience and feed personalization. This could be an important differentiator in a saturated market, where the ability to filter content is increasingly valued. What remains to be seen is how Meta will refine this feature based on initial feedback and how it will impact the dynamics of interactions on social media in Brazil and beyond.

Threads tests a Meta AI integration that works similarly to Grok

Key takeaways

Editorial analysis

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