In 2024, Meta introduced Meta AI, its first-ever AI-powered assistant, integrated into Instagram, WhatsApp, and Facebook.
Positioned as an intuitive, everyday tool, Meta AI offered generative image capabilities, chatbot features, and smart assistance designed to enhance—not replace—creativity. But launching an AI product in 2024 came with an undeniable challenge: trust.
Consumers weren’t just skeptical; they were actively resistant to AI’s growing presence in their digital lives. Social listening revealed a common sentiment—AI was being forced into places where it wasn’t wanted, replacing human ingenuity rather than supporting it. To many, it felt like an unwelcome intrusion rather than an empowering tool.
Our goal was twofold:
To achieve this, we leaned into creator-led storytelling, real-world education, and cultural moments that made AI feel approachable, not artificial.
People don’t want a tool that replaces their creativity. They want a tool that frees them up to be more creative.
We launched Meta AI with a creator-led strategy, focusing on authentic, relatable use cases that framed AI as a creative partner, not a replacement.
Phase 1: April Launch – Creators Lead the Way
Phase 2: May–August – Re-Educating
Phase 3: September–December – Building Likeability
By keeping our approach human-first, adaptive, and culturally relevant, we transformed skepticism into engagement—proving that AI, when introduced the right way, could enhance creativity instead of replacing it.
Meta AI became one of the most used AI assistants with in the world with 600 million active monthly users at the end of 2024:
https://ai.meta.com/blog/future-of-ai-built-with-llama/
In just 8 months:
✅ 200+ pieces of content produced
✅ 60M+ people reached organically across Instagram and Facebook
✅ 800K+ engagements
✅ 1M+ followers gained across @Meta social channels