Meta rolls out a new chatbot-style search feature across its apps, including Facebook and Instagram.
Meta has continued to ramp up its adoption of artificial intelligence-driven technologies with the launch of AI Mode.
AI Mode will utilise Meta AI to provide its users with answers “rooted in the culture, opinions, and recommendations” shared across the Meta network of apps, which includes Facebook and Instagram.
Announcing the launch, Meta said: “Today we’re rolling out new features on Facebook to help you find answers to your questions, create fun photos and videos, and make things happen with the help of AI.
“They can help you get more done with less effort, whether that’s finding real answers from real people, creating content that’s ready to share, or turning a quick idea into something bigger.”
Meta’s rocky road to AI adoption
Meta has long been trying to catch up to the likes of ChatGPT, Google and Reddit when it comes to AI adoption; however, it appears this has been somewhat of an uphill battle for the tech giant.
The launch of the new search tool, which will be powered by Muse Spark, looks to regain the momentum lost during the lacklustre debut of its Llama 4 family of AI models in 2025.
Earlier this year, Yann LeCun, Meta’s outgoing chief AI scientist, said the initial testing phase of the Llama model was “fudged a little bit”, and ultimately made it look better than it actually was.
This led to a loss in confidence in the model from senior leadership, including chief executive, Mark Zuckerberg, which was followed by a complete overhaul of Meta AI’s organisation.
In addition to AI search capabilities, the new AI Mode will also enable users to “leverage AI to make creative sharing even easier”, with the addition of editing capabilities, camera roll sharing suggestions, photo presets and AI edit functionalities.
The shift to AI-optimised content begins
The launch of an AI-driven search functionality may just seem like yet another tech giant looking to venture into the world of artificial intelligence. And perhaps it is.
But for affiliates, this new launch could have a knock-on effect for how they engage with consumers on Meta platforms.
As stated on its launch, AI mode will be “finding real answers from real people”, collating those responses into one succinct answer when a user searches a particular question.
The user will ultimately receive any recommendations without ever visiting the specific post or reel where the affiliate link lives. Meta keeps the user inside their ecosystem, meaning that affiliates will lose out on viable traffic sources.
It follows the social media giant’s launch of a 24/7 business agent designed to help small businesses deliver non-stop personalised customer service experiences for consumers.
