Meta AI is launching its own Threads account capable of replying to user posts. The new feature provides Meta AI with a dedicated Threads handle, @meta.ai, which users can tag in posts and replies to enhance discussions with additional context. This initiative mirrors Grok’s functionality on X, popularized for fact-checking and contextualizing viral content.
Initially, the beta rollout will cover users in Malaysia, Saudi Arabia, Mexico, Argentina, and Singapore. Meta’s blog highlights ambition for broader expansion, integrating the Muse Spark model into platforms like WhatsApp, Instagram, Facebook, and more, incorporating it into search bars, group chats, and posts.
Users can mute @meta.ai and hide its replies if desired. Besides Threads, Meta is testing WhatsApp’s “side chats,” allowing private queries with Meta AI without group visibility, differentiating them from Threads’ public format.
Comparisons to Grok are inevitable, though Meta maintains stricter guardrails. However, giving any AI chatbot public exposure on social platforms can lead to challenges, calling for scrutiny as the rollout proceeds.