Meta strengthening its AI ambitions with a standalone app

The new Meta AI app will provide users with more in-depth interactions, personalized conversations, and greater integration with devices like the Ray-Ban Meta smart glasses, enhancing the overall experience

Meta is gearing up to roll out a standalone app for its AI assistant, Meta AI, which will join the ranks of its major platforms like Facebook, Instagram, and WhatsApp. The app, slated for release in the second quarter of 2025, will give users a more personalized and seamless experience with Meta AI, which is currently embedded within the company's existing apps.

Meta AI, first introduced in September 2023, is a generative AI-powered assistant designed to assist users by answering questions, creating images, and completing tasks based on prompts. Initially, the AI was integrated into Meta’s core apps. However, in April 2025, Meta took a bold step by replacing the traditional search bar in Facebook, Instagram, WhatsApp, and Messenger with the Meta AI chatbot, making it a central feature across its platforms. This move marked a shift toward embedding AI more deeply into Meta’s user experience.

Zuckerberg eyes 1 billion Meta AI users

In a recent earnings call, CEO Mark Zuckerberg emphasized the growing importance of AI, stating, “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.” Currently, Meta AI is accessible through Meta's apps and website, unlike rivals like ChatGPT and Perplexity, which have standalone apps. The new Meta AI app will provide users with more in-depth interactions, personalized conversations, and greater integration with devices like the Ray-Ban Meta smart glasses, enhancing the overall experience.

Zuckerberg has shown support for the idea of a standalone app. In January, he responded positively to a Threads user’s suggestion that a separate app could unify the assistant across devices, organize conversation histories, and allow for greater customization, indicating his approval with a “100” emoji.

Lucrative monetization paths

Meta is also eyeing monetization opportunities for Meta AI. CFO Susan Li mentioned in the earnings call that the company sees clear potential for paid services, including premium offerings and paid recommendations, similar to OpenAI and Microsoft’s strategies.

With around 700 million monthly active users, Meta AI has a strong following, especially in India. However, its standalone website sees fewer than 10 million views per month, lagging behind more popular competitors. As Meta faces growing competition from companies like Google and Elon Musk’s xAI, Zuckerberg is reportedly pushing his teams to accelerate Meta AI’s development, aiming for it to become the most-used AI assistant by the end of 2025.