Meta tests AI chatbot integration in Threads feeds across five countries

Threads is testing an integration that allows users to mention Meta AI directly in posts and replies to receive context about trending topics and breaking news. The feature is currently in beta testing in Malaysia, Saudi Arabia, Mexico, Argentina, and Singapore.

Users with public accounts can tag @meta.ai in their posts to ask questions like "why are people talking about the World Cup this month?" or "whose Met Gala looks are trending right now?" Meta AI responds as a public reply in the same language as the original post.

How it works

According to Meta, the integration is designed to provide real-time context about trends and breaking stories without requiring users to leave the app. The functionality mirrors X's Grok integration, where users frequently ask the AI chatbot to verify information or explain trending topics.

Meta AI processes the mention and generates a public reply authored by the @meta.ai account. The company told TechCrunch the feature aims to position Threads as both a conversation platform and an information source.

Moderation concerns

The visibility given to AI-generated content carries risks, as demonstrated when Grok generated posts praising Hitler on X. Meta claims its AI has "stronger safeguards in place than Grok," though whether it will avoid similar issues remains to be tested.

Users who want fewer Meta AI responses can mute the @meta.ai account, use the "Not interested" option on Meta AI posts, or hide specific Meta AI replies on their posts.

What this means

Meta is positioning Threads to compete directly with X by integrating AI assistance into the social feed experience. The five-country beta suggests Meta is testing cultural and linguistic variations before a broader rollout. The company's emphasis on safeguards indicates awareness of the reputational risks that come with giving AI chatbots high visibility in public conversations. Success will depend on whether Meta AI can provide accurate, helpful responses without the moderation failures that have plagued Grok.