It is late, that sure. The question is whether he will achieve what he has not achieved in the United States. There they can use a goal AI integrated on Facebook, WhatsApp and Instagram for almost a year, but it does not seem that these options have managed to turn this platform into a success. Will they do so in Spain and other countries in Europe?
Goal AI sneaks into your chats. The Announcement of Meta AI in April 2024 raised a very different approach to that of Chatgpt. Instead of considering as an independent chatbot that one can use in a web browser, he invited us to use it as part of WhatsApp, Facebook or Instagram. It sneaked into our chats and our social networks, and the question was if that strategy would work.
Modest options. We were able to try a goal AI thanks to the use of a VPN when it appeared in the US, and its options seemed decent, but of course not striking in front of the competition. In order to focus, it was still the integration of the service into its social networks.
Many users … After all this time the adoption of this AI platform has been remarkable according to those responsible. Susan Li, CFO in the company, indicated investors in January 2025 how Meta AI already had 700 million active monthly users – who have used it at least once a month -, compared to December 600. Growth seems striking, but talking about monthly users is very different from talking about weekly or daily users.
… but with apparent little use. In fact, David Curry, of the Business of Apps consultant, said in CNBC in December that the Meta AI website generates only 10 million visits per month, much less than great services such as Chatgpt or Gemini, and even that less popular services such as Anthropic Claude. Of course, what matters is that users use it within the platform, but their success at WhatsApp, Instagram or Facebook is an unknown and it is not easy to measure it.
Goal does not want us to get out of WhatsApp. A priori the idea seemed suggestive and promising: WhatsApp, Instagram and Facebook are already applications in which people spend hours a day, so trying to offer an AI directly in them seemed logical. However, the personal character of these applications collided with that more general use of AI. Ask an AI inside WhatsApp for a recipe or a summary of some data does not seem so natural for that more personal function, and although the option is useful, it does not seem to have set among those who have tried it.
Users complain. Some of the users who have simply tested it in the US and warn of how to use it that data is collected and can be used to give them to advertisers, which is another threat to privacy. Others ask why you cannot deactivate or eliminate from your apps. In fact, one of the debates around the goal strategy is precisely at that point: the company has forced users to have a goal to those applications without having requested it.
Will we chat with goal AI in Spain? The adoption of WhatsApp is particularly high in Spain, and this may be a good opportunity to know if the idea of goal works here. In the US that option does not seem to have been a success, which makes you doubt its success in other regions. In the company, yes, they seem to be preparing for that eventuality.
But now they want to bet on an independent app. Although goal AI has a web version, that option is still not available in Spain or in other countries of the European Union. Integration into their social networks does not seem to have been the success they expected, because now the company is determined to offer an independent application to the chatgpt style. Mark Zuckerberg had already warned that intention at the beginning of the year, in fact. After the appearance of the news, even Sam Altman joked indicating that perhaps it was time that in OpenAi they began to create a social network.
Meta I have more. Everything points to what goal will offer both a free version of its service – as the one it already offers – as a payment. That “goal AI Plus” would adopt the subscription model and thus compete with Chatgpt Plus and other similar services. Here the challenge is precisely to offer more striking options than those of other services, something that for now does not seem to happen.
Well in Open Source, regulate in the rest. Llama, the Open Source model of the Meta, is excellent for developers and for those who want to use the premises, but their benefits compete with those of increasingly striking models, and a goal for example without offering reasoning model that competes with Deepseek R1 and has not announced news on very fashionable terrain such as AI agents or search engines.
In WorldOfSoftware | We already know how much spending on AI by companies in 2024 has grown. An absolute barbarity
