Meta’s Latest Updates: AI-First Ads, Platform Tweaks, and What’s Next
While Google’s I/O 2025 has been grabbing the tech world’s attention, Meta (the company behind Facebook, Instagram, WhatsApp, and Quest) has been quietly rolling out its own updates. From Mark Zuckerberg’s push to make Meta’s ad platform “AI-first” to tweaks across its social and messaging apps, here’s a closer look at what’s been happening at Meta as of June 2025.
1. Mark Zuckerberg’s AI Ambitions: Making Meta Ads “AI-First”
Meta’s advertising future, according to Zuckerberg, is all about artificial intelligence. The company is leaning heavily into automation and optimisation, but not without raising a few eyebrows.
AI-Powered Ad Tools: Meta is introducing generative AI tools for advertisers, including automatic ad copy and image generation, campaign management, and advanced targeting. While these tools promise efficiency, they also raise questions about creativity and control.
AI Agents for Businesses: AI agents are being tested to handle customer interactions on Messenger, WhatsApp, and Instagram. While this could streamline support and sales, it’s unclear how businesses and customers will adapt to these automated interactions.
Industry Reactions: Advertisers are divided. Some appreciate the potential for improved performance, while others are wary of losing transparency and control. Concerns about privacy and misinformation also linger as AI becomes more integrated into the process.
2. Platform Updates: Instagram, Facebook, WhatsApp
Beyond AI, Meta has been making incremental updates to its platforms, though not all changes may be game-changers.
Instagram: New tools for creators include expanded analytics, monetisation options, and better content organisation. Updates to comment and DM management aim to improve engagement, but whether they’ll significantly impact user experience remains to be seen.
Facebook: Groups and Marketplace have received updates, such as improved moderation tools and new shipping/payment options. These changes are practical but not particularly groundbreaking.
WhatsApp: Features like enhanced group management, message pinning, and a “Channels” broadcast tool have been added. While useful, they feel more like catching up to competitors than leading innovation.
3. AR/VR: Meta Quest and Horizon Worlds
Meta’s commitment to AR and VR continues, though it’s facing stiff competition from Google’s XR platform.
Meta Quest: Updates include improved hand tracking, parental controls, and fitness tracking. While these are welcome, they’re more evolutionary than revolutionary.
Horizon Worlds: Meta’s social VR platform is seeing ongoing improvements, but it’s still unclear if these changes will be enough to drive widespread adoption.
4. Privacy, Safety, and User Control
Meta is rolling out new privacy settings and tools for reporting harassment and misinformation. While these updates are necessary, they reflect ongoing challenges rather than a proactive leap forward in user safety and transparency.
Final Thoughts
Meta’s recent updates suggest a company focused on refining its offerings rather than breaking new ground. The push towards AI in advertising is ambitious but comes with its share of challenges and scepticism. Meanwhile, platform updates and AR/VR investments feel more like incremental progress than bold innovation. As competition with Google and other tech giants intensifies, it remains to be seen whether Meta’s strategy will resonate with users and advertisers alike.
