Meta has officially launched its new AI-powered video feed, Vibes, across European markets. Announced on November 6, 2025, this rollout marks a significant step in bringing generative AI content to mainstream users within the EU. After its initial success in the United States, Vibes is now integrated into the Meta AI app, allowing users to create, remix, and share AI-generated short videos directly to Facebook and Instagram.

The launch underscores Meta’s strategy to position artificial intelligence at the core of its next-generation social ecosystem. With Vibes, the company introduces a dynamic space where AI-generated media becomes not just a tool, but a social format in its own right.

What are Meta Vibes and how it work

Vibes offers users a dedicated feed filled with AI-generated short-form videos created through text prompts or remixing tools. Anyone can type a short description—such as “a medieval knight walking through neon-lit streets”—and within seconds, Vibes produces a shareable, animated clip.

Key Features of Vibes

• Text-to-video generation: Users can transform words into concise, creative AI-generated clips.
  
• Remix options: Existing videos can be modified by changing their style, tone, lighting, or background music.
  
• Feed integration: The generated clips appear in a scrollable video feed similar to Reels or TikTok.
  
• Cross-sharing: All creations can be posted directly to Instagram and Facebook.
  

Meta reported that since Vibes’ debut in the U.S., AI video generation within the app has grown more than tenfold, reflecting the rapid adoption of generative creativity by users.

Why Meta Is Expanding Vibes to Europe

The European rollout follows months of technical and regulatory preparation. Bringing a generative AI tool into Europe requires strict compliance with EU data and content regulations, including privacy protection and copyright oversight.

Meta’s European expansion aligns with a wider global strategy to stay ahead of AI-driven competitors such as TikTok’s experimental AI video filters and YouTube’s Dream Screen. By embedding Vibes within its Meta AI app, the company ensures that its user base of more than 400 million EU residents has access to the latest in AI-enabled creativity, all within a framework that meets local compliance standards.

Impact on Content Creation and Social Media Marketing

Vibes represents more than just a new entertainment feature—it is a transformational tool for digital creators, brands, and marketers. The ability to instantly generate, remix, and distribute videos will redefine the speed and cost of content production.

Benefits for Creators

• Rapid idea-to-video turnaround enables daily content updates without the need for expensive equipment or editing.
  
• New creative formats are emerging, including AI-generated worlds, virtual influencers, and stylized storytelling.
  

Benefits for Businesses and Marketers

• Generative media becomes a scalable asset. Brands can produce localized video ads for multiple countries using the same creative base.
  
• Small and mid-sized companies gain access to professional-grade visuals at minimal cost.
  
• The AI feed structure introduces new ad-placement and engagement opportunities, similar to those found on Reels and TikTok.
  

However, critics have warned of the rise of low-quality, mass-produced video content that could flood feeds. Maintaining creative quality and brand consistency will therefore be essential for professional marketers using the platform.

Implications for European Businesses and B2B E-Commerce

For B2B and e-commerce sectors, Meta Vibes opens a new creative frontier. Businesses can use AI-generated videos for:

• Product visualisation: Generate 3D-style videos or demo reels for product listings.
  
• Localized campaigns: Tailor content for specific European markets in multiple languages.
  
• Faster market entry: Automate creative production for seasonal or cross-border campaigns.
  

In a B2B context, AI-generated videos can simplify complex product explanations, highlight case studies, or visualize technical processes—offering cost-effective storytelling tools for digital commerce.

The rise of such tools also aligns with the growing adoption of AI agents in business operations. As companies integrate AI to handle product data, logistics, and marketing, Vibes complements this ecosystem by automating visual communication and branding.

Risks and Regulatory Considerations

Meta’s entry into Europe with Vibes does not come without scrutiny. EU regulators continue to closely monitor generative AI, particularly in areas such as data sourcing, copyright, and misinformation.

Key Risks for Businesses

• Authenticity issues: Deepfake-style videos or synthetic content could blur the line between real and generated media.
  
• Brand safety: Businesses must monitor how their content appears in AI-generated feeds to avoid reputational damage.
  
• Compliance: Companies using AI-generated assets for advertising must ensure they meet EU transparency and consumer-protection standards.
  

Meta has pledged to label all AI-generated videos within Vibes, thereby improving transparency and helping users distinguish between synthetic content and authentic footage.

The Future of AI-Generated Video in Europe

Vibes marks a pivotal moment in Europe’s digital evolution. It signifies a shift where AI becomes both the creator and the medium, allowing users to express, share, and engage through automated visual storytelling.

For creators, it means freedom and speed. For businesses, it means cost-efficient scalability. For consumers, it signals a future where every scroll might unveil a new AI-generated world.

As Meta continues expanding its AI ecosystem, expect Vibes to integrate with shopping, advertising, and creator monetization tools, ultimately shaping the future of social commerce and content production in the AI era.

The European launch of Meta Vibes marks a milestone in the convergence of artificial intelligence, creativity, and commerce. With its generative video feed now available across the region, Meta is redefining how digital content is made, shared, and monetized.

For marketers, creators, and e-commerce brands, understanding and mastering this new AI tool will be crucial to staying visible and competitive in the rapidly evolving digital economy.

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Meta, the parent company of Facebook and Instagram, is working on a plan to ‘evolve’ how users interact on its social networks via AI profiles. According to the Financial Times, the company led by Mark Zuckerberg is developing thousands of fictitious user profiles created through generative AI.

Specifically, the goal is to enhance interaction and entertainment among its platforms' 3 billion active users. These artificial profiles, which began appearing in mid-2024, will feature bios, profile pictures, and AI-generated content, explained Connor Hayes, vice president of product for generative AI at Meta.

“We want interactions between real users and AI users to be more realistic and emerge more naturally and socially,” Hayes said. While most of these accounts are private, Meta is already exploring integrating them more openly with human profiles.

AI profiles vs human profiles 

However, Meta's plan has sparked fierce debate among users and analysts. One of the main fears is that these artificial accounts will contribute to the dehumanization of social networking relationships, a problem already seen with anonymous profiles and fake accounts.

In addition, communication experts have warned that this strategy could aggravate the proliferation of disinformation, 'fake news' and hoaxes on the platforms. Although Meta has assured that “content generated by these accounts will be clearly labeled as AI-produced,” the risk of manipulation and confusion among real users remains a major concern.

Meta has insisted that this initiative seeks to enrich the user experience and experiment with new forms of interaction. According to the company, AI-generated profiles will be designed to be compatible with humans, opening up a new dimension in the use of social networks.

Despite these intentions, the debate about the impact of this technology remains open. While some see an opportunity to explore creativity and innovation, others fear that this is a further step towards the depersonalization of platforms and an increase in the risks associated with artificial intelligence in the digital sphere.

For now, Meta is proceeding cautiously, but the first signs of its strategy are already generating controversy and questions about the future of social networks.

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Meta – parent of Facebook, Instagram, and WhatsApp –  will not launch its upcoming multimodal artificial intelligence (AI) models in the European Union (EU) due to the “unpredictable nature” of its regulatory environment.

“We will launch a multimodal Llama model in the coming months, but not in the EU due to the unpredictable nature of the European regulatory environment,” the company has advanced to Axios media.

This decision may have several consequences for both companies and users in the EU. One of them is that European companies will not have access to this multimodal AI technology to carry out their work processes, despite the fact that these are models that Meta always publishes under an open license.

In this line, users and companies will also not be able to develop their own products if they make use of the new models that Meta plans to launch. Similarly, the technology company has pointed out that it could also affect other companies that operate outside the EU and that, therefore, do use the multimodal models, as it could prevent these companies from offering their products and services in Europe.

Despite the fact that the Artificial Intelligence Regulation will come into force on August 1 this 2024, Meta is currently facing problems with the European regulation due to the need to use data from users participating in its platforms to continue training its AI models.

Specifically, the EU opposes the use of user data by companies such as Meta under the requirements of the current General Data Protection Regulation (GDPR), which seeks to ensure that users have greater control over the personal information handled by its online services, as well as deciding the type of advertising they receive.

Meta wants to use public info to train their AI 

In this context, Meta announced last May its intention to use information shared in Facebook and Instagram posts by public users to train its upcoming AI models. However, Meta later added an option so that, through an objection form, users could prevent using their data posted on both platforms.

Finally, in June, Ireland's data protection authority, the Data Protection Commission (DPC), announced that Meta had halted plans to train its AI models on public content shared by adults on Facebook and Instagram in the EU.

For its part, Meta shared its “disappointment” at having to delay training its large language models (LLMs) using public content from its platforms. “This is a step backward for European innovation, competition in AI development, and further delays in bringing the benefits of AI to people in Europe,” it sentenced in a statement on its blog, noting that “AI training is not a technology unique to Meta's services and that they are also more transparent than many of their industry peers.”

It is worth noting that other tech companies have also made this decision, as is the case of Apple, which recently detailed that it will delay the arrival of its AI features, Apple Intelligence, in the EU, as well as iPhone Mirroring for Mac and SharePlay Screen Sharing features due to “regulatory uncertainties” related, in this case, to the Digital Markets Act (DMA).

However, despite all this, Meta has also indicated to the media above outlet that they plan to release a larger version of their text-only Llama 3 model. This new version will be available to customers and companies in the EU. 

Likewise, the technology company has also confirmed that it will launch its following multimodal AI models in the United Kingdom because, although they also have a law similar to the GDPR, they do not have the same uncertainty scenario as in the European Union; it has clarified.

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Meta has launched Llama 3, its most powerful AI so far, which it claims “has no rival among AIs that can be used for free,” and to prove it is already integrating it into Instagram, Facebook, WhatsApp, and Messenger.

Meta’s Llama 3 is an open-source AI model that boasts of having the community as its main pillar, thanks to the “Meta open and transparent approach” claims Zuckerberg’s company. 

The Llama 3 assistant will be able to be used in feeds, chats, and Meta app searches. Moreover, Meta promises that this assistant will be faster when generating images, as it will be able to produce them as the user types in the chatbot.

Llama 3 is a version that features previously trained language models tuned to 8B and 70B parameter instructions. The company promises several new capabilities for this new model in the coming months, including longer context windows, additional model sizes, and improved performance. However, Llama 3 already enjoys improved reasoning capabilities over the previous generation.

Llama 3: Multilingual and multimodal 

Meta aims to make Llama 3 multilingual and multimodal, allowing it to enjoy a broader context and improve performance in aspects such as reasoning or coding. So much so that Llama 3 will be available on all platforms, such as AWS, Databricks or Vertex AI; it will even be the basis of Meta AI, Meta's leading assistant that will permeate other company services.

Meta AI is available in English in more than a dozen countries outside the U.S., including Australia, Canada, Ghana, Jamaica, Malawi, New Zealand, Nigeria, Pakistan, Singapore, South Africa, Uganda, Zambia, and Zimbabwe. 

“Meta AI is better than ever. We're excited to share our next-generation assistant with even more people and can't wait to see how it improves people's lives,” Meta stresses. While these updates are specific to Meta AI on Facebook, Instagram, WhatsApp, Messenger and the web, “Meta AI is also available in the U.S. on Ray-Ban Meta smart glasses and will be coming to Meta Quest. We'll have more to share in the coming weeks,” they assure.

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Meta will offer an ad-free subscription plan for Instagram and Facebook in Europe starting in November. The price will be 9.99 euros per month for the web version or 12.99 euros per month for iOS and Android to comply with European regulations. 

As had been rumored, users who want to stop advertising on these social networks will be able to do so from this month upon payment of a monthly fee. In this way, it could avoid future sanctions such as those it has recently received.

As explained by Meta, regardless of where it is purchased, the subscription will apply to all Facebook and Instagram accounts linked in a user's Account Center until March 1, 2024. After that date, however, an additional fee of €6 per month on the web and €8 per month on iOS and Android will apply for each additional account listed in a user's Account Center.

Meta promises compliance with the EU 

The company remains committed to an ad-supported Internet, even with its new subscription offering in the EU, EEA, and Switzerland. Despite this, they respect the spirit and purpose of these European regulations and are committed to complying with them.

Last August, the company announced a change in the legal basis underpinning personalized ads on its platforms to offer users a consent-based model, in line with European regulation.

Thus, the alternative for individuals to purchase an ad-free subscription balances the requirements of European regulators while giving users a choice and allowing Meta to continue to serve all individuals in the EU, EEA, and Switzerland. In its ruling, the CJEU expressly recognized that a subscription model, such as the one being advertised by Meta, is a valid form of consent to an ad-funded service.

Thus, users who use the free option of these social networks will consent to the collection of information and its use to display personalized advertisements. On the other hand, those who choose the paid option will no longer share this data with Facebook or Instagram.

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Meta might launch paid versions of Instagram and Facebook for users in the European Union. The purpose of creating these subscription models is to make it possible to use social networks without advertising content, The New York Times has reported. 

This is a response to EU policies regarding privacy and data protection and a defense mechanism against regulatory scrutiny.

The company, headed by Mark Zuckerberg, made adjustments to adapt to recent regulations approved by the EU, such as the Digital Services Act (DSA), which came into force last August 25. Among other things, it prohibits platforms from presenting ads based on the use of the personal data of minors.

For nearly two decades, Meta's primary focus has been to offer free social networking services and sell advertising to companies that want to reach the audience. Introducing a paid option is one of the examples of how it has had to redesign its product to comply with data privacy rules and other government policies.

Meta’s ‘free versions’ will remain… for now 

Meta's goal would be to avoid future sanctions such as those it has recently received. In May, the Irish Data Protection Commission (DPC) fined them €1.2 billion for transfers of personal data of Meta users in Europe to the United States. Separately, in July, EU bodies banned Meta from combining user data across its platforms, including Facebook, Instagram, and WhatsApp, as well as external websites and apps, unless it received explicit consent from users.

It has also highlighted how EU policies, specifically around data protection, may impact users' experience with the technology as opposed to other countries, such as the United States.

At the moment, the subscription cost for these social networks is unknown, but both would continue to provide their ad-supported free versions in the EU, as they have done so far.

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The new microblogging social network created by Meta and designed by Instagram, and linked to it, has been a huge success in its launch and promises to have unique features and tools that will captivate users of all kinds.

The app's potential is strengthened by its connection to the already successful Instagram. In fact, if you have an Instagram account, there is no need to create one on Threads. The potential for the over one billion users of the existing content social network to register on Threads is very high.

Threads allows users to create posts with text and add photos and videos. Messages will have a limit of 500 characters, and as a social network, users can reply to other people's posts, share them, or quote them by adding text or posts, etc.

Threads aims to be a decentralized social network in the future. That's why there are plans to implement the ActivityPub protocol, which is the same as Mastodon, making it part of the Fediverse.

Threads is compared to a new Twitter created by Instagram but with an independent app due to its great similarity.

However, being part of the Fediverse will be a significant advantage for Threads, as instead of all the content being stored on the servers of a single instance, its operation will be the opposite, with a network of servers and instances, even created by users, as in Mastodon.

This means that user data would be stored on the servers of the instance they are registered on, but they can read the content from all instances. In Threads, this translates into not needing to register but being able to follow users who use the same technology even if they are on different instances.

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Meta has released more details on how it plans to use AI to improve the performance of its ad system. So far, the company announced a possible release of Meta AI Sandbox before the end of 2023, but without a specific date. 

The company has announced Meta's AI Sandbox, which will test AI's generative capabilities for advertisers. 

The company has also announced new features in its 'Meta Advantage' suite of ad automation tools, along with details on its AI infrastructure and modeling investments that underpin it all.

Meta AI Sandbox's main functionalities 

The Meta 'AI Sandbox' is a set of new tools and features to be included in the near future that will use AI and machine learning-based generative ad tools. 

"Our goal is to learn what works for advertisers and make it easier for them to use these features in our ad tools," commented John Hegeman, Meta's vice president of monetization. For starters, Hegeman added, "we're building tools like text variation, background generation and image enhancement to do things like make an ad's text more engaging or creative." Specifically, these features will enable:

Text Variation: Generate multiple versions of the text to highlight important points in the advertiser's copy, giving you the option to test different messages for certain audiences.

Background generator: Creates background images from text entries, allowing advertisers to test multiple backgrounds quickly and diversify their creative resources.

Image Enhancement: Adjusts creative to fit different dimensions on different surfaces, such as Stories or Reels, allowing advertisers to spend less time and resources reusing creative.

The trial period will last until the end of July 

These features are currently in a trial period with select advertisers, and in July, they will begin to expand access to add more tools gradually.

On the other hand, these are not the only products that use AI and machine learning for campaigns and ad personalization. 

Meta has a portfolio of products called 'Meta Advantage', and they also introduced new features, including: one-click switching from manual campaigns to Advantage+ buys, launching performance comparisons, and using video creatives in catalog ads.

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Meta has confirmed that it will continue with the project to create a data center in Talavera de la Reina, Spain, despite the numerous layoffs in the company. 

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This Thursday, the Municipal Plenary of Talavera de la Reina has supported the project through an institutional declaration that states its "loyalty to the project of implementing a Campus Data Center in Talavera and our commitment and willingness to collaborate to make it a reality that will undoubtedly enhance the progress and growth of our city and region."

The project is called Project of Singular Interest (Proyecto de Singular Interés in Spanish). It aims to develop a Data Center within an area of 191 hectares (with a buildable area of 300,000 square meters in six buildings) located in the Torrehierro Phase 2 area in Talavera de la Reina (Castilla-La Mancha). Meta plans to invest 1,000 million euros in the project.

The manifesto of the municipal plenary also states that "since the City Council learned that the technology company Meta had set its eyes on our city to develop a project to implement a Campus Data Center, the municipal Corporation showed its unanimous support for it, since it would be an important economic and social revulsive for the city and its surroundings."

The fourth massive European Meta Data Center

The Meta Campus Data Center in Talavera de la Reina will host Meta's information technology operations and equipment used for digital production, processing, and storage of data to service its applications. This will be the company's fourth data center in Europe; the others are in Sweden, Denmark, and Ireland.

Although they have now begun to plan the project, it will not be until June 2023 when the timetable dates will be known. At the moment, it is estimated that the project will begin at the end of 2023 and will last six to seven years, culminating in approximately 2030, although the first buildings will start operating in 2025.

In the middle of the storm

Meta is currently undergoing a second round of layoffs. The parent company of Facebook, WhatsApp, and Instagram is currently going through difficult times after announcing the dismissal of about 21,000 employees. The first announcement on the subject was made at the end of 2022, and has recently communicated that 10,000 more layoffs would be added to the latest announcements.

In the letter written by Meta founder and CEO Mark Zuckerberg on March 14, employees were told that the company would initiate a restructuring plan where they would focus on "flattening our organizations, canceling lower priority projects and reducing our hiring rates."

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Meta, the parent company of Facebook and Instagram, is in the early stages of developing its decentralized social network based on text posts. The company does not want to lose ground and is looking to wrest the throne from Twitter. Meta sources have confirmed this to Platformer, who comment that they do not yet have a launch date.

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Although they do not have many more details about the project, the person responsible for carrying it out will be Adam Mosseri, CEO of Instagram, and very active on social networks. The highlight of the platform is decentralization. What does it mean that the web will be decentralized? Users will be able to configure and set specific rules for using moderation. 

A decentralized network… to rule them all? 

Meta's goal is that the new social network can be accessed with Instagram credentials. To this end, the company's legal teams are working to resolve potential conflicts in terms of privacy they may have. 

Thus, they are exploring a decentralized standalone social network for text sharing. There is an opportunity for a separate space where content creators and the public can share news about their interests. On the one hand, it would have similarities to Twitter, although the operation would be more like Mastodon. 

For Meta, it is an excellent time to enter this territory of short text messages, which so far is dominated by Twitter. Although we will have to wait and see to what extent Meta will get involved in this social network. 

Twitter problems seem to have no end… 

Twitter problems keep rising and piling over and over. Last March 6, 2023, we witnessed a serious Twitter crash that lasted for quite some time and did not seem to have a clear explanation for its collapse, not even for Elon Musk; beyond that, it had some API relation.

Those affected were reminded of the good old days of the social network with its Fail Whale, only this time; the failures came in the most random ways.

All this is happening due to a combination of Elen Musk's apparent poor managerial control of the brand and the company, but also due to what many experts have already described as a massive revolt against Musk's vision of Twitter. 

In fact a report from The Verge, with information from data provided by anonymous employees aware of the incident, details the depth and delicacy of Musk's mass firings for the stability of Twitter by claiming that a single discontent employee did the crash. This programer was directly impacted by Elon’s recent round of layoffs.  

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