Meta Aims to Catch Up in AI Race with Facebook Updates
Meta's latest move to boost user engagement and make its AI tools more useful involves rolling out new features on Facebook, including AI Mode and AI-powered editing tools.
Meta's new ‘AI Mode’ on Facebook pulls from public info across its platforms. This new way to search Facebook uses Meta AI to surface answers pulled from public posts across the platform, including Groups and Reels. Instead of scrolling through search results, users can ask a question in plain language and get a synthesized answer based on what people are actually discussing.
As Meta tries to catch up in the AI race and boost engagement with its AI bot, the company announced Monday that it’s rolling out new AI features on Facebook that aim to change how users find information, create content, and interact with the platform.
Another new feature is the AI-powered photo presets, allowing users to change up their look with different clothes, hairstyles, and accessories. Sports fans, for instance, can virtually wear their favorite team jerseys just by tapping the “AI Edit” icon in Stories and choose “Wear It,” or go directly to their profile picture and select “Restyle profile picture with AI" and “Wardrobe.”
These updates add to a growing list of AI features Meta has shipped on Facebook in recent months. In February, the company introduced animated profile pictures that bring still photos to life — adding a wave, or placing a virtual party hat on someone's head. In March, Meta added an AI feature to Facebook Marketplace that automatically replies to buyer messages on sellers' behalf.
Most recently, earlier this month, Facebook launched an AI assistant for creators that offers personalized suggestions — including the best times to post and summaries of what audiences are saying in the comments — based on a creator's content and performance history.
When considering these updates, it's worth noting that the reliability of AI-generated answers from public posts and group chatter is a concern, as the AI is summarizing content from everyday users rather than vetted sources.
Meta wants Facebook's AI tools to make the platform stickier and more useful, while also diversifying how it makes money. Alongside these feature rollouts, the company recently launched global subscription plans for Facebook, Instagram, and WhatsApp — starting at $3.99 a month — that unlock additional features, with more AI-related subscription tiers reportedly on the way.