Meta integrates Meta AI into Threads DMs to drive in-app engagement

Meta has announced a global rollout of its Meta AI assistant within Threads’ Direct Messages (DMs). The update allows users to engage in private, one-on-one conversations with the chatbot directly inside the text-based social platform. While Meta previously tested public-facing interactions with Meta AI on Threads feeds in select international markets, similar to how xAI’s Grok operates on X, this latest integration shifts focus toward private utility.