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Meta AI

Meta AI is integrated directly into Facebook, Instagram, WhatsApp, and Messenger, reaching billions of users daily. Built on the Llama 4 model, it combines social context with AI assistance, making it uniquely positioned for consumer brand visibility.

In this guide

  • Meta AI's massive reach across social platforms
  • How Llama 4 powers Meta's AI features
  • Web search and social integration
  • Why consumer brands must consider Meta AI
6 min read Prerequisite: Model Comparison
Aug 2024

Knowledge Cutoff

10M

Context (Scout)

Yes

Web Search (Bing)

3B+

Platform Users

The Scale of Meta AI

Meta AI's integration across Meta's platforms gives it unprecedented reach:

f

Facebook

AI assistant in search bar and Messenger, helping users find information and recommendations.

I

Instagram

AI in DMs and search, answering questions about products, brands, and content.

W

WhatsApp

AI assistant in chats for quick answers, translations, and recommendations.

M

Meta AI App

Standalone app launched April 2025, with voice conversations and deep research capabilities.

Key Takeaway

Meta AI is where consumers already are.

Unlike ChatGPT or Claude which require users to go to a separate app, Meta AI meets users in apps they already use daily. This makes it critical for B2C brands. Your customers may ask Meta AI about you without ever leaving Instagram.

Llama 4: The Engine Behind Meta AI

Meta AI is powered by Llama 4, Meta's latest open-weight model family:

Long Context

Llama 4 Scout

17B active parameters with 10 million token context window. Ideal for analysing large documents and complex queries.

High Capability

Llama 4 Maverick

17B active parameters with 128 experts. Optimised for complex reasoning and multimodal tasks.

Multimodal Capabilities

Native support for text and image input, enabling visual product searches and image-based questions.

Meta AI Search Modes

Meta AI offers multiple ways to retrieve information:

Search Mode

Quick answers powered by Bing. Best for simple factual queries where users want immediate responses.

Research Mode

Deep research with multiple sources. Meta AI searches the web, analyses content, and provides sourced answers.

Optimisation Strategies for Meta AI

1. Optimise for Bing

Meta AI uses Bing for web search, not Google:

  • • Submit your site to Bing Webmaster Tools
  • • Ensure your Bing rankings are strong
  • • Don't assume Google rankings = Bing rankings

2. Consumer-Friendly Content

Meta AI's user base is primarily consumers, not professionals:

  • • Write in accessible, non-technical language
  • • Focus on product benefits, not just features
  • • Answer common consumer questions directly

3. Social Signal Integration

Meta may use its own platform data to inform AI responses:

  • • Maintain active, authoritative brand pages
  • • Encourage genuine reviews and discussions
  • • Keep business information current across Meta platforms

4. Visual Content Optimisation

Llama 4's multimodal capabilities mean images matter:

  • • Use high-quality product images with clear alt text
  • • Ensure visual branding is consistent and recognisable
  • • Consider how products look in visual search contexts

Who Should Prioritise Meta AI?

B2C brands and retailers

Consumers on Instagram and Facebook ask Meta AI about products, restaurants, services. If you sell to consumers, this is essential.

Local businesses

WhatsApp users in many countries ask Meta AI for local recommendations. Local SEO and Bing Places listings matter.

Brands with social media presence

If you already invest in Meta platforms, extending to AI visibility is a natural next step.

Technical Implementation

Meta uses Meta-ExternalAgent to crawl content for AI training and features. Understanding how to configure your robots.txt for Meta's crawlers affects your visibility.

Meta AI Crawler

Sources