Instead of opening a separate chatbot, users can now ask questions within the conversation itself. Someone discussing the World Cup, for example, could ask why the tournament is trending, while another user following celebrity coverage might request details about which Met Gala appearances are drawing the most attention. Meta AI responds publicly through the @meta.ai account and automatically matches the language used in the original post.
The rollout marks Meta’s latest attempt to blend generative AI into its social products in a more visible way. Threads is no longer being positioned solely as a text-based discussion platform competing with X. Meta increasingly wants the app to function as a live information layer where users can search for context, recommendations, and explanations as conversations unfold in real time.
The approach resembles how X users interact with Grok, Elon Musk’s AI chatbot, which has become a common tool for explaining posts or summarizing trending stories. But the comparison also highlights the challenges that come with embedding AI directly into public conversations. X has faced backlash after Grok generated offensive and inflammatory responses that spread quickly across the platform.
Meta said users who prefer not to see Meta AI responses can mute the @meta.ai account, hide specific replies, or mark AI-generated posts as “Not interested.” The company added that it plans to refine the feature based on feedback collected during the testing phase before considering a broader rollout.
The experiment reflects a larger shift happening across social media companies as AI assistants move from standalone products into the core experience of major platforms. Rather than asking users to leave an app to search for information elsewhere, companies are increasingly trying to keep those interactions inside their own ecosystems.
This analysis is based on reporting from TechCrunch.
Image courtesy of Unsplash.
This article was generated with AI assistance and reviewed for accuracy and quality.
