What is Meta AI?
Meta assistant
Meta AI is Meta's AI assistant inside WhatsApp, Instagram, Facebook and Messenger, which puts AI answers in front of people where they already chat. It is built on Meta's Llama models, is also available as a standalone app, and can draw on web search results for current questions.
Meta AI is Meta's assistant built into WhatsApp, Instagram, Facebook and Messenger.
It reaches people inside apps they already use, without a separate AI tool.
Brands that only track ChatGPT can miss how Meta AI describes them.
How Meta AI works
Meta AI works as an assistant you can open inside Meta's apps or in its own app. Meta introduced it in September 2023, built on its Llama family of large language models, and launched a standalone Meta AI app in April 2025.
You can reach Meta AI in several places:
Messaging apps: a chat with Meta AI in WhatsApp and Messenger, or a mention of it in a group chat.
Social apps: search and chat entry points in Instagram and Facebook.
Standalone app: the Meta AI app for direct conversations.
Devices: Ray-Ban Meta smart glasses and Meta Quest headsets.
For current questions, Meta AI can use web search. In April 2024, Meta said Meta AI would show real-time results from Google and Bing. Like other assistants, it combines what its model learned in training with what it retrieves. Availability and features vary by country and language.
Why Meta AI matters for brand visibility
Meta AI matters for brand visibility because of where it sits. People ask it questions in the middle of conversations they are already having, for example planning a trip in a WhatsApp group or looking for a gift while scrolling Instagram.
That changes who you reach. Some people who never open ChatGPT or Perplexity still use Meta AI, because it is already in their apps. If your brand is visible in ChatGPT but absent in Meta AI, you are missing those conversations.
Meta AI also draws on different inputs from other engines. Its answers can reflect the search partners it uses for retrieval and the data its Llama models were trained on. A brand can be recommended in one engine and missing in another for the same question, which is why AI visibility tracking covers several engines rather than one.
Meta AI vs ChatGPT
Meta AI and ChatGPT are both general assistants, but they differ in where people use them and how they get there.
Entry point: people go to ChatGPT on purpose, while they often meet Meta AI inside apps they already use.
Context: Meta AI is used in chats, groups and social feeds, so questions are often social and in the moment.
Models: Meta AI runs on Meta's Llama models, while ChatGPT runs on OpenAI's models.
Retrieval: each uses its own search sources, so the pages they read can differ.
Neither engine is a substitute for the other in your tracking. Results for the same prompt can differ in which brands appear, in what order and with what description. Compare them side by side before you decide where to focus.
How to improve your visibility in Meta AI
Improving your visibility in Meta AI uses the same foundations as other engines, with attention to the sources it relies on.
Track Meta AI separately: run your key prompts in Meta AI and compare results with other engines.
Rank in web search: because Meta AI can draw on web results, pages that rank well are more likely to be used.
Keep facts consistent: make sure your name, offering and prices match across your site and profiles.
Earn third-party coverage: get mentioned in reviews, guides and forums that answer your category's questions.
Check each market: test prompts in the countries and languages where you sell.
Recheck after major content changes. If Meta AI describes you wrongly, look at which sources say the same thing and fix them first.
How KIME tracks your brand in Meta AI
Meta AI is one of the ten AI engines KIME tracks. In Track & Analyze, you run the same prompts in Meta AI as in ChatGPT, Gemini, Perplexity and the other engines, by country and language. You can see whether Meta AI mentions you, where you appear in the answer, how you are described and how you compare with competitors, then spot the engines where you are missing.
Frequently asked questions
Where can people use Meta AI?
People can use Meta AI inside WhatsApp, Instagram, Facebook and Messenger, in the standalone Meta AI app, and on Meta devices such as Ray-Ban Meta smart glasses. Features and availability vary by country and language, so check Meta's help pages for the markets you care about before you plan around a specific feature.
Does Meta AI use web search results?
Yes, for some questions. In April 2024, Meta said Meta AI would show real-time results from Google and Bing. Meta AI combines this retrieval with what its Llama models learned in training. Retrieval sources can change over time, so check Meta's current documentation and test your own prompts to see which sources appear.
Should my brand track Meta AI as well as ChatGPT?
If your customers use WhatsApp, Instagram or Facebook, tracking Meta AI is worth it. People reach Meta AI inside apps they already use, so its audience overlaps only partly with ChatGPT's. The same prompt can also produce different brands in each engine. Tracking both shows where you are visible and where you are missing.