Meta is testing a new AI integration in Threads that allows users to summon Meta AI directly within posts and replies, expanding the platform’s push into conversational AI features.
The beta feature enables users with public accounts to mention Meta AI in conversations to receive contextual information, explanations, or recommendations related to trending topics and current events. Meta AI responds publicly through the @meta.ai account and supports replies in the language used in the original post.
The rollout is currently limited to beta testing in Malaysia, Saudi Arabia, Mexico, Argentina, and Singapore. According to Meta, the feature is intended to help users access real-time information about trends, sports, entertainment, and breaking news without leaving the app.
The functionality closely resembles the role of Grok on X, where users frequently invoke AI to explain posts or verify information. By embedding AI directly into conversations, Threads is positioning itself as both a social discussion platform and an AI-powered discovery tool.
The move also highlights growing competition among social platforms to integrate generative AI into user engagement experiences. However, public-facing AI responses introduce moderation and accuracy risks, particularly following controversies surrounding Grok-generated content on X.
Meta said users will be able to mute or limit visibility of Meta AI replies and that the company plans to refine the feature based on early feedback before considering a broader rollout. The test reflects Meta’s wider strategy of embedding AI assistants across its ecosystem of social and communication products.
