Meta has introduced its AI chatbot directly into the direct messages (DMs) of Threads, allowing users to privately interact with Meta AI for assistance and conversation. Previously, Threads users in certain regions could engage with the AI publicly via posts, similar to how Grok operates on X, but this update offers a more private and interactive experience. By embedding Meta AI within Threads' DMs, Meta aims to keep users engaged within its own ecosystem, reducing the appeal of external AI tools like OpenAI’s ChatGPT or Google Gemini.

Meta AI is not new to the company's messaging platforms, as it is already integrated into Facebook, Instagram, and WhatsApp DMs. The new Threads feature enables users to share various content—such as posts, images, links, and videos—with the AI and receive follow-up answers and deeper topic exploration. This rollout began on Monday and will expand globally over time, with Meta seeking user feedback on the AI’s presence in public Threads feeds before proceeding with wider availability.

For users preferring less AI interaction in their feeds, Meta has provided options to mute the @meta.ai account, mark AI-generated posts as "Not interested," or hide AI replies on their own posts. This reflects Meta’s effort to balance pushing its AI assistant’s visibility with user control over their experience. The company’s broader strategy is to position Threads as a platform where users can get real-time information and recommendations without needing to exit the app or switch to competing services.

By embedding Meta AI into Threads, a rival to X, Meta highlights its commitment to enhancing social media with AI-driven features that keep users engaged across its platforms. This move underscores the competitive race among tech giants to blend conversational AI into daily social interactions, aiming to make platforms both social and informational hubs powered by AI technologies.