While Meta isn't at the center of the conversation around the most advanced AI products on the market, data shows that the company is seeing impressive growth in its business AI. According to figures presented on its recent first-quarter earnings call, Meta's business AI tools now support about 10 million conversations per week, up from just 1 million at the beginning of the year.
Rapid spread of AI business tools
This dramatic increase is largely attributed to the expansion of business AI assistant the company’s. Meta has expanded the availability of its tools to major geographies, including the United States, Europe, the Middle East, Africa, Asia-Pacific, and Latin America.
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The company's strategy focuses on attracting small and medium-sized businesses, which use the tools to automate communication, support customers and strengthen their digital campaigns through Meta's platforms, such as Facebook and Instagram.
Without immediate income, but with strategic preparation
Despite rapid adoption, Meta’s AI tools remain free for now. The company appears to be pursuing a strategy of mass adoption before commercialization. However, CEO Mark Zuckerberg left open the possibility of charging in the future, emphasizing that Meta is working on a long-term model for monetizing its business AI.
This approach is reminiscent of the model that many technology companies have followed in the past: first creating an ecosystem of users and then gradually commercializing services.
Boost with the new Muse Spark model
Central to Meta’s strategy is the integration of its new large-scale language model, Muse Spark, which is the first product from Meta Superintelligence Labs. The new model aims to improve the accuracy, speed and creativity of the AI tools the company offers to businesses and advertisers.
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Meta claims that the integration of Muse Spark has already significantly enhanced the performance of its creative tools, especially in the digital advertising sector.
AI in advertising: Millions of users and better results
According to CFO Susan Li, more than 8 million advertisers are already using at least one of AI creative tools . Adoption is particularly high among small and medium-sized businesses, which leverage the tools to produce images, text and video.
Meta also reports that advertisers using AI features for video creation are seeing over a 3% increase in conversion rates, showing that the technology is not only improving productivity but also commercial results.
New features with Meta Ads AI Connectors
As part of its ongoing tool development, Meta also announced the open beta release of Meta Ads AI Connectors. This new feature allows advertisers to connect their ad accounts with external AI agents, facilitating real-time campaign automation and optimization.
This move is part of the general market trend for “agent-based” systems, where artificial intelligence takes an active role in managing digital tasks, rather than simply functioning as an assistance tool.
See also: Meta leverages employee data to train AI models
Meta's strategic direction in the AI era
The overall picture shows that Meta is attempting to establish itself as a key player in business artificial intelligence, not necessarily through impressive consumer products, but through deep integration of AI into its advertising and business tools.
In a market where competitors like Google and OpenAI dominate discussions about the most sophisticated models, Meta appears to be opting for a more practical and commercially focused strategy: turning artificial intelligence into an everyday tool for millions of businesses worldwide.
