Meta’s newest app has been tapping content creators to help it take off.
The company unveiled a stand-alone Meta AI app on Tuesday, coinciding with LlamaCon, its first AI developer event.
“There’s almost a billion people who are using Meta AI across our apps now,” Mark Zuckerberg said in a video announcing the new app.
Meta AI’s app gives users access to an AI assistant, similar to other AI apps like OpenAI’s ChatGPT app. Meta’s main pitch to users is that its new AI assistant app, which is built on Meta’s latest Llama 4 model, “gets to know” users’ preferences, remembers context, and is personalized. It’s also a companion app for Meta’s AI-powered Ray-Ban glasses.
One thing that sets it apart from ChatGPT and other AI competitors: The new app has a social feed where users can share what they are prompting Meta’s AI with.
Ahead of the app’s arrival, Meta onboarded creators so the feed wasn’t a content desert and also sought their feedback. The day of its launch, Meta AI’s “Discover” feed was already filled with AI prompts from Meta employees, as well as content creators like travel bloggers, meme makers, tech enthusiasts, and artists.
Meta’s creator partnership teams reached out to influencers over the last few weeks to onboard them to the new app, multiple creators and talent managers told Business Insider. These content creators got early access to Meta AI last week, but said they were not paid by Meta to use the app.
How creators are using Meta AI
Day one of Meta AI’s feed included a mix of prompts shared by creators. Some shared images the AI generated, such as versions of themselves with different colored eyes. Others shared text prompts like “100 men vs 1 gorilla, who will win?” posted by the meme page Hoodville (which has 9 million Instagram followers).
Users can choose what prompts they share publicly.
“It’s not just going to be every thought that I have, it’s going to be really curated,” meme creator Vanessa Vice said. One of her first public prompts was asking Meta AI to “imagine the average John Mayer fan,” which then spit out images of John Mayer wearing John Mayer merch.
“The app’s Discover feed is like a version of the OG Facebook Feed but only focused on AI use cases,” said Mike Proulx, a VP at Forrester Research.
Meta AI’s social features are limited, though.
While users can like posts, reply to other people’s AI prompts, and share posts to other apps like Instagram, WhatsApp, or Threads, Meta AI isn’t a full-fledged social media platform yet. For instance, there is currently no way to follow any profiles on the app, although some creators have their Instagram pages linked to their Meta AI profiles. There also isn’t a way to search for creators or public accounts.
“It’s not necessarily about building a following on there,” said Andrew Wille, a photographer who got early access to Meta AI. Instead, Wille said he’s using the public feed to “learn how to best prompt Meta AI.”
The educational component is a core part of the Meta AI app feed.
“You can post any of your prompts to inspire others and help them learn,” the app tells users.
Despite the limitations right now, some think AI prompts could become a new form of content for creators.
“I want to see how other people write prompts, and I’m sure other people want to see the type of prompts that I write,” said Sundas Khalid, a tech content creator and data scientist. “LLMs are only as good as the prompts that we’re writing.”
