Meta has rolled out its new AI assistant in a standalone app as it races to catch up in the intensifying battle among global tech giants. Known as Meta AI, the assistant is now available to users in multiple countries, including parts of Africa, but not the European Union, which has strict data privacy regulations.
This move marks a bold step by Meta to bring artificial intelligence directly into users’ daily digital experiences. The AI is not only available through the new app but is also embedded across popular Meta platforms like WhatsApp, Instagram, Messenger, and Facebook.
For many African users who rely heavily on these platforms, the integration could significantly shape how they interact with digital services, from content creation to personal productivity.
Powered by Meta’s latest large language model, Llama 4, the assistant is designed to deliver personalized responses. Meta AI draws on user data across its platforms to generate context-aware assistance — whether you’re planning a trip, drafting a caption, or asking for educational help.
The app also introduces a social twist: a “Discover” feed where users can explore and share their AI interactions. This feature, reminiscent of content feeds on social media, reflects Meta’s ambition to make AI a community-driven experience, not just a transactional tool.
While OpenAI’s ChatGPT and Google’s Gemini remain dominant in the public AI space, Meta is betting on the strength of its social platforms to win over users. The seamless experience of interacting with AI across platforms Africans already use daily may give Meta a unique edge.
With Meta AI now active in regions like Africa and the Middle East, Meta is signalling its intent to shape how AI tools are accessed and used beyond Western tech centres. For African businesses and developers, this could open new doors to experiment, build, and innovate on a platform with global reach.
As the AI arms race continues, Meta’s approach — pairing a dedicated AI app with deep integration into its core platforms — could prove to be a decisive strategy in capturing user attention and trust across emerging markets
