No company is immune to the generative AI wave and everybody wants in. The latest entrant is Meta, which is testing AI-powered tools for its products. "Mark Zuckerberg announced that the company is building "a new top-level product group" focused on integrating generative AI into the services used by billions of users.".

While its focus will be on creating creative tools," Zuckerberg said, "its long-term aim is to develop AI personas that can help people in a wide variety of ways." Much foundational work, however, has to be done by the company before it reveals those "futuristic" experiences to users, he noted.

The company is beginning by testing text-based AI tools on WhatsApp and Messenger — likely ChatGPT-style conversation bots. These could be some fun use cases for users, but Meta may then monetize these by making it available to businesses in areas like sales and customer service.
Meta is experimenting with AI-aided filters and ad formats on Instagram alongside "video and multi-modal experiences.".

In a statement sent to Axios, former Apple executive Ahmad Al-Dahle will lead the project and report directly to Chief Product Officer Chris Cox.
Generative AI tools have been around for some time, but it is only recently with OpenAI's ChatGPT bot that the technology gained mainstream stardom. Microsoft has already infused some that AI goodness into its Bing search and Edge browser. In response, earlier this month, Google also said that it is experimenting with a rival product called Bard. Other search engines like You.com and Neeva have also announced AI-powered chat product integrations. Facebook-rival Snapchat also launched a custom-trained chatbot for its paid subscribers this month.

It is not surprising to see Meta go on an AI offensive. With Zuckerberg's big bet on the metaverse not paying off quite yet, the company is going to need to come up with new ways to start earning revenue. Last week it debuted the Meta Verified subscription program, but like we have seen with other social networks, paid plans are yet to show a semblance of a major revenue driver.