Meta has announced that its AI assistant can now be found directly within Threads' private messaging function. This new feature allows users to converse with Meta AI privately about posts, images, links and videos shared on the platform. Meta hopes this will entice users to stay within its ecosystem rather than turning to rivals like ChatGPT or Gemini.

Despite already being integrated into other Meta platforms such as Facebook, Instagram and WhatsApp, Threads' integration marks a step towards personalising interaction with AI. Users can ask follow-up questions on any shared content, enabling more detailed conversations without leaving the app.

The rollout is set to begin globally from Monday, however, it's important to note that this feature is currently being tested in public feeds in select markets. Meta has provided options for users who want less AI interaction, such as muting @meta.ai or hiding replies on their posts.

By embedding the AI assistant further into Threads, Meta positions its app as a go-to source for information and recommendations, all from within one application. This move is part of a broader strategy to maintain user engagement and discourage reliance on external tools.