During this week’s earnings call, Meta CEO Mark Zuckerberg revealed the social giant is using large language models (LLMs) to rapidly launch new apps. Following a string of recent launches including the Marketplace Seller app and Instagram Instants, Meta is set to explore more ideas with AI's help.

Zuckerberg expressed excitement about how LLMs are enabling faster product development, allowing the company to test new concepts more swiftly than before. He noted that these tools have already assisted in scaling Threads, a modest hit with 500 million monthly active users, by making existing systems smarter and improving content recommendations.

However, Meta's history of failed attempts at launching standalone social apps serves as a reminder that simply leveraging AI isn't enough; finding the right concept that resonates with users is key. Zuckerberg hinted that new consumer products are on the horizon but didn’t specify any details or timelines.

Moving forward, Meta plans to utilise its recommendation systems powered by LLMs more extensively, aiming to better scale new apps as they emerge. While AI has proved beneficial in scaling existing platforms and driving growth, success still hinges on creating compelling user experiences that capture the public's attention.