Meta is reportedly working on a standalone Meta AI app with a premium subscription option

Meta is reportedly working on launching a standalone application for its AI assistant, Meta AI. The app will join the company’s suite of popular platforms, including Facebook, Instagram, and WhatsApp. According to a report by CNBC, sources familiar with the project suggest that the app is expected to debut in the second quarter of this year. This move marks a significant step in Meta’s AI ambitions, offering users a more dedicated space to interact with the AI assistant beyond its integration into existing apps.

The Evolution of Meta AI

Meta AI was first introduced in September 2023 as a generative AI-powered assistant designed to assist users with various tasks. Integrated into Meta’s platforms, the AI enables users to generate responses, create images, and perform other functions using prompts. In April 2024, Meta replaced the search bar within Facebook, Instagram, WhatsApp, and Messenger with the Meta AI chatbot, reinforcing its role as a central feature across the company’s ecosystem.

Mark Zuckerberg’s Vision for AI Dominance

During Meta’s fourth-quarter earnings call in January 2024, CEO Mark Zuckerberg emphasized AI’s critical role in the company’s future. He stated, “This is going to be the year when a highly intelligent and personalized AI assistant reaches more than 1 billion people, and I expect Meta AI to be that leading AI assistant.”

At present, Meta AI is accessible only through Meta’s apps and a dedicated website, unlike competitors such as OpenAI’s ChatGPT and Perplexity, which have standalone applications. A dedicated Meta AI app could allow users to engage more deeply with the assistant, offering enhanced personalization, better conversation organization, and device integration, such as with the Ray-Ban Meta smart glasses.

Demand for a Standalone Meta AI App

The idea of a standalone app for Meta AI has received significant support, including from Zuckerberg himself. In January 2024, he endorsed a suggestion from a Threads user advocating for a separate app. The user pointed out that an independent platform could unify the assistant across devices, improve conversation history management, and enable deeper customization. Zuckerberg’s response, a red “100” emoji, indicated his strong agreement with the concept.

Monetization Strategies: Paid Subscription Model for Meta AI

Meta is exploring monetization opportunities for Meta AI, aligning with the business models of OpenAI and Microsoft, which offer premium versions of their AI tools. The company plans to introduce a paid subscription service for Meta AI, allowing users to access advanced features and benefits.

Meta’s CFO, Susan Li, hinted at this strategy during the company’s earnings call, stating, “There are pretty clear monetization opportunities here over time, including paid recommendations and including a premium offering.” This suggests that Meta AI may soon feature exclusive capabilities for paying subscribers, potentially making it more competitive in the AI market.

Meta AI’s User Base and Market Influence

Currently, Meta AI has approximately 700 million monthly active users, with India being its largest market. Among Meta’s platforms, WhatsApp sees the highest engagement with Meta AI, followed by Facebook, where users frequently interact with the assistant for content recommendations.

Despite Meta AI’s widespread use across these apps, its standalone website has not performed as strongly. According to data from Business of Apps, the Meta AI website generates fewer than 10 million monthly views, significantly lagging behind competitors like ChatGPT and Google Gemini. This disparity highlights the need for a standalone app that can attract more users and compete with other AI platforms effectively.

Competitive Pressure and the AI Race

Meta’s push for a standalone AI app comes amid increasing competition in the AI sector. Google and Elon Musk’s xAI have already launched dedicated apps for their AI assistants, Gemini and Grok, respectively. Meanwhile, ChatGPT remains the dominant player in the AI space, consistently topping download charts globally.

Given the fierce competition, Zuckerberg is reportedly pressuring Meta’s AI teams to accelerate development and enhance Meta AI’s capabilities. Employees have described an intense work environment, with expectations to work seven days a week to meet deadlines and keep up with the rapidly evolving AI landscape. Meta’s ambition is clear: to make Meta AI the most-used chatbot app by the end of 2024.

Conclusion: Meta’s AI Expansion and the Future

Meta’s decision to launch a standalone AI app marks a pivotal moment in its AI strategy. By providing users with a dedicated space to interact with Meta AI, the company aims to strengthen its presence in the AI market while introducing new monetization opportunities. As competition intensifies, Meta’s success will depend on how effectively it enhances Meta AI’s functionality and user experience. With its vast ecosystem and a growing user base, the launch of the standalone Meta AI app could significantly reshape the AI assistant landscape.