Meta Challenges X: Threads Gets Integrated AI Like Grok
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Meta, led by Mark Zuckerberg, has recently integrated its artificial intelligence directly into Threads, a feature that strongly resembles Grok on X. This new option allows users to receive real-time responses by mentioning the official account @Meta.ai in their posts or comments. Once mentioned, the AI responds publicly in the language of the post, providing a smooth and accessible interaction. This feature is currently in beta testing in several countries, including Malaysia, Saudi Arabia, Mexico, Argentina, and Singapore.
One of Meta's main strengths is its ability to deploy technologies at scale through its massively used platforms, such as WhatsApp, Messenger, and Instagram. However, the performance of this large-scale technology remains to be proven.
Inspiration and Controversies
Meta's initiative appears to be directly inspired by Grok, the AI from xAI, on X, formerly known as Twitter. While Grok has been widely adopted, it has also been at the center of numerous controversies, particularly due to the spread of misinformation, hate speech, and even child pornography images. These issues have led to restricting access to Grok to paying subscribers only. Meta hopes to avoid these pitfalls with stricter safeguards, but the challenge remains significant.
Muse Spark and Multiplatform Expansion
The technology behind this integration is Muse Spark, Meta's latest AI model. This model is the result of a massive internal restructuring and an aggressive recruitment campaign aimed at attracting top AI talent. In addition to Threads, Muse Spark is gradually being integrated into Meta's ecosystem. On WhatsApp, for example, it powers parallel conversations alongside group discussions, thereby enriching the user experience. Furthermore, Muse Spark is utilized in Ray-Ban and Oakley smart glasses, as well as through the Live AI feature in the Meta AI app.
Meta's goal is clear: to catch up with the competition following the disappointing launch of Llama 4. This ambitious strategy involves taking considerable risks, but it could allow Meta to strengthen its position in the AI market.
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