Meta has officially launched Vibes, its short-form, AI-generated video feed, within the Meta AI app across Europe. This expansion, announced this Thursday, arrives just six weeks after the feature debuted in the United States, positioning Meta in direct competition with emerging platforms like OpenAI’s Sora.
How Vibes Works: Creation and Collaboration
Vibes functions similarly to established platforms like TikTok or Instagram Reels, but with a fundamental difference: every piece of content is generated by artificial intelligence. Users can create videos using text prompts or by remixing existing content from the feed. The platform allows for extensive customization, including layering music, modifying visual styles, and adding new elements to match individual preferences.
According to Meta’s official announcement, the experience is designed to be inherently collaborative. The company encourages users to co-create and share content, which can be posted directly to the Vibes feed, sent privately to friends, or cross-posted to Instagram and Facebook Stories and Reels.
Market Reception and Industry Controversy
The reception to Meta’s push into AI-generated content has been polarized. When CEO Mark Zuckerberg first unveiled the tool in September, his social media announcement was met with significant backlash. Users expressed confusion and frustration, with top comments labeling the initiative as “AI slop” and questioning the demand for such a product.
Meta’s Conflicting AI Strategy
The rollout of Vibes creates a notable strategic contradiction for Meta. Earlier this year, the company publicly committed to reducing “unoriginal” content on its platforms, urging creators to prioritize “authentic storytelling” over low-value short-form videos.
This pivot toward AI-generated feeds places Meta at odds with other industry giants like YouTube, which has taken active measures to curb the proliferation of low-quality AI content. Despite the skepticism from users and the shift in industry standards, Meta maintains that the move is justified by user behavior, reporting that media generation within the Meta AI app has surged more than tenfold since its initial launch.