Meta AI is now available in Threads DMs for users around the globe.

      TL;DR: Meta AI direct messages are being rolled out to all Threads users worldwide. You can engage in private chats with the AI. In five test countries, Meta AI shares content in public feeds but cannot be blocked, only muted.

      Meta is launching Meta AI for direct messaging on Threads globally starting today. All users can now send posts, images, links, and videos to Meta AI in private chats, ask follow-up questions, and explore topics privately. This feature is similar to existing functions on Facebook, Instagram, and WhatsApp. Meta stated that this decision was influenced by user feedback seeking AI context without making conversations public.

      However, the more controversial aspect remains unsettled. Meta began testing Meta AI in the public feed of Threads in May in Argentina, Malaysia, Mexico, Saudi Arabia, and Singapore. In these regions, Meta AI creates its own content and can be tagged via @meta.ai. Users cannot block this account; they can only select "not interested" or mute replies, while the AI’s posts continue appearing in their feed. There is ongoing concern regarding privacy, especially with Meta's smart glasses and the implications of having an unremovable AI account in social feeds, raising the question of when a feature crosses the line into an unavoidable presence.

      The rollout of DMs is the less controversial aspect. Engaging in private AI chats is voluntary, meaning users are not compelled to interact with Meta AI. In contrast, the presence of AI-generated posts in feeds occurs alongside human content, regardless of user preference, with limited options available for reducing visibility rather than eliminating it. Meta has also introduced alerts that inform parents when teenagers discuss self-harm with Meta AI, recognizing the safety responsibilities that arise from AI participation in messaging, which were absent in a text-only social feed.

      Since its launch in 2023, Threads has been Meta’s fastest-growing app. Incorporating Meta AI into DMs aligns with the company's strategy to integrate its AI assistant into all user engagement platforms. The question remains whether an AI that can be messaged but not blocked from feeds is viewed as a feature or an intrusion. Meta appears to be leaning toward it being a feature, as the inability to block suggests a lack of interest in user preferences.