Meta is launching a massive wave of artificial intelligence updates across its platforms, fundamentally changing how users get help, interact with content, and express themselves. The tech giant is rolling out a new 24/7 support assistant globally on Facebook and Instagram, overhauling its content moderation systems, and introducing new Meta AI features designed to attract younger audiences. At the same time, the company is reshaping its relationships with advertising agencies to help fund these ambitious technological investments.
The centerpiece of this rollout is the new Meta AI support assistant. Built directly into Facebook and Instagram, the tool provides round-the-clock help for common account issues, such as updating passwords and adjusting profile settings. According to Meta, the assistant can typically respond to user requests in under five seconds. This dramatically reduces the wait times people usually experience when searching through traditional help centers or looking for answers on external websites.
As part of its artificial intelligence expansion, Meta is also drastically changing how it polices user posts. The company announced plans to scale back its reliance on third-party human reviewers, including consulting firms like Accenture, in favor of deploying more advanced AI systems. These new systems will take over repetitive tasks, such as finding and removing severe policy violations like scams, illicit drug sales, and illegal content.
Meta noted that its latest generation of moderation tools performs noticeably better than previous versions. The upgraded systems can now evaluate content in languages spoken by 98% of people online, a significant jump from its previous coverage of around 80 languages.
However, human moderators are not disappearing entirely. Meta stressed that artificial intelligence will not replace human judgment. Experts will continue to design, train, and oversee the automated systems. More importantly, humans will still handle the most sensitive, high-stakes decisions, including account disablement appeals and cases that must be reported to law enforcement. While the new system promises faster and more consistent removal of harmful material, the company acknowledged that automated moderation carries risks, such as false positives or the accidental removal of legitimate posts.
Attracting Gen Z with Playful Meta AI Features
Beyond customer support and security, Facebook is adding a suite of creative Meta AI features aimed at Gen Z. Despite maintaining around 2.1 billion daily active users, the social media giant has struggled in recent years to attract and retain younger demographics. To reverse this trend, Facebook is introducing new ways for users to personalize their profiles and posts.
Users can now add motion effects to static profile pictures, making themselves appear to wave, form a heart shape with their hands, or wear a virtual party hat. The platform is also launching a tool called Restyle for Stories and Memories. Powered by artificial intelligence, this feature allows users to reimagine their uploaded photos using text-based prompts or preset themes like anime, glowy, or ethereal. Users can also adjust the lighting or swap their backgrounds for scenes like a beach or a cityscape.
To make text posts more engaging, Facebook is gradually rolling out animated backgrounds. By clicking a new rainbow icon, users can place their text over moving scenes, such as falling leaves or rolling ocean waves, with seasonal options expected soon. These updates join other recent youth-focused changes, including a friends-only feed, unique display names in Groups, and a dedicated button to revive the classic poke feature.
Funding the AI Roadmap Through Agency Partnerships
To support the heavy costs of its capital-intensive AI roadmap, Meta is pushing to secure more advertising revenue through a new program called the Agency Growth Collective. Currently running as a pilot in the United States, this initiative is a targeted pitch to independent advertising agencies, offering a new way to achieve success on the platform.
The collective marks a shift away from Meta’s traditional hands-on approach. Instead of assigning a single, dedicated representative to an agency, Meta now directs all communications to an alias focused only on select accounts. In exchange for this streamlined communication, participating agencies gain access to a rotating bench of Meta specialists, subject matter experts, and virtual training sessions designed to improve campaign performance.
While there are currently no minimum spending requirements, participation is closely monitored, and agencies that fail to engage meaningfully risk being removed from the program. This strategy relies heavily on automation tools, such as Advantage+ and the company’s recent acquisition of Manus, to help agencies scale their efforts. Ultimately, Meta views these agencies as a crucial pathway to reaching larger brands and bigger budgets, ensuring the financial backing needed to realize its long-term vision for artificial intelligence.
