Meta announced Monday that it's bringing its Meta AI chatbot into Threads' direct messages, allowing users to interact with the AI assistant in private conversations. While Threads users in certain markets could already engage with Meta AI through public posts—similar to how Grok functions on X—this latest update enables private interactions. By making it easier to chat with an AI assistant, Meta aims to keep users within its own ecosystem, reducing the incentive to turn to third-party tools like OpenAI's ChatGPT or Google Gemini. Meta AI is already integrated into DMs on other Meta platforms, including Facebook, Instagram, and WhatsApp.

This new feature lets users share Threads posts, images, links, and videos directly with Meta AI. Users can also ask follow-up questions and explore topics in greater depth. The update will begin rolling out globally starting Monday, according to the company. Meta added that it's still testing Meta AI within Threads' public feeds in a handful of global markets and is gathering feedback before expanding availability more widely. For those who prefer fewer Meta AI replies in their feed, options include muting @meta.ai, selecting the "Not interested" option on any Meta AI post, or hiding Meta AI replies that appear on their own posts. By deepening Meta AI's integration into Threads, Meta is positioning its X competitor as a destination where users can find information and recommendations without needing to leave the app.