Meta Platforms Inc. has experienced a significant surge in downloads of its AI app since launching the Vibes feed, which features AI-generated videos, on September 25, 2025. The app’s downloads rose by 56% to 3.9 million as of October 18. While Meta’s Vibes is gaining traction, OpenAI’s Sora app, launched shortly after, has achieved even more momentum with 2.6 million downloads on iOS, attributed to its user-friendly features and ability to produce realistic videos. Meta has invested in creators to enhance Vibes, focusing on unique, whimsical content. Despite this, user engagement on Vibes remains limited compared to more established platforms like Instagram and TikTok, as creators often measure success through “remixes.” With a keen eye on generative AI, Meta is also shifting resources and leadership in its AI divisions, confirming an upcoming focus in its third-quarter earnings call. This strategic pivot highlights its competitive stance in the evolving AI landscape.
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