Meta continues to embed AI capabilities into its social products. With the latest update, Threads users can now directly converse with Meta AI in private messages without leaving the app or opening a separate assistant.

Global launch starting Monday

Meta says the update will roll out globally starting Monday. Along with the feature, Threads is also joining Facebook, Instagram, and WhatsApp, becoming one of the platforms that support calling Meta AI in private messages.

Targeting in-station usage scenarios

This update is not just about adding a new chat entry point. Meta hopes to integrate asking questions, searching, and daily interactions into social scenarios that users are already familiar with, and to keep usage time within its own product ecosystem as much as possible.

TechCrunch points out that this approach also carries a clear competitive element. Meta is trying to reduce the frequency with which users turn to third-party AI assistants such as ChatGPT or Google Gemini.

Threads incorporated into a unified product line

Prior to this, Meta AI had already been integrated into the private messaging functions of Facebook, Instagram, and WhatsApp. The integration with Threads demonstrates that Meta is expanding the reach of its AI assistant across its social networks and promoting further unification of functionality across platforms.