Threads is rolling out Meta AI , which will provide real-time context when mentioned in a post or reply. Connor Hayes, head of Threads, posted on the app Tuesday about the thinking behind Meta AI’s new feature. “We’re starting to test a way to get context on a Threads conversation by mentioning Meta AI in a post or reply. This will start in a handful of countries today and expand over time,” Hayes posted . “Conversations here move fast. A lot of people want to look things up before jumping in. We want to make that easier. Ask Meta AI to get real-time context about a trend, breaking story, or get recommendations right in the conversation.” The new Meta AI Threads account encourages users to “tag @ meta.ai to get context, closure, or comedy,” and includes a video demonstrating how Meta AI can be used by tagging the account in any conversation. Tagging Meta AI is currently being tested in Argentina, Malaysia, Mexico, Saudi Arabia, and Singapore, with plans to expand to more countries soon. Meta did not respond to Fast Company ’s request for comment. ‘You can’t block me on Threads right now’ Hayes’ reveal of the new Meta AI feature sparked some backlash on Threads, with users voicing frustration over the upcoming changes. A community note written by a Threads user is attached to Meta AI’s first post reading that Meta AI has been rated as “extremely harmful, including inaccurate information.” “Holy community note lol,” said a user who posted a screenshot of the note. “Can you guys handle the bot and bigot problem first?” posted another user, adding that they were tired of AI. One user tagged the Meta AI account asking it to explain why it can’t be blocked. Meta AI replied , “Yep, you can’t block me on Threads right now.” It went on to say that, because it is a built-in feature, users who do not want to interact with it can mute the account instead. Meta spokesperson Christine Pai told The Verge that, during the test, users will be able to manage their Meta AI experience. “We want to give people a way to quickly gather context before jumping into the conversation, but if you want to see fewer Meta AI replies in your Threads feed you can mute or hide Meta AI replies, or use the ‘Not interested’ option on any Meta AI post,” she said. Being able to mute the Meta AI account is apparently not enough for some users. “And giving us no option to block is really shitty,” posted one user who questioned why Threads does not let people choose whether they want to engage with Meta AI at all. Another user added : “Nobody wants this.” What’s next for Meta AI? The tech changes aren’t just coming to Threads. On Wednesday, Meta announced the launch of Incognito Chat with Meta AI in WhatsApp and the Meta AI app. Conversations are processed inside what Meta describes as a secure environment the company itself cannot access, and chats disappear by default once a session ends. The feature will roll out over the coming months alongside Sidechat, which lets users privately query Meta AI from within any WhatsApp conversation using the context of the ongoing chat.
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