Meta Platforms Inc. is intensifying its focus on expanding Threads, a social app it launched two years ago that's now rapidly evolving into a significant hub for digital conversation. As Threads cultivates a distinct and engaged user base, Meta is simultaneously advancing its artificial intelligence capabilities to support this expansion and enhance its portfolio of consumer products and advertising technologies.
Threads has developed into a robust platform characterized by its community-driven nature and diverse discourse. Meta's recent communication highlighted that the app currently serves more than 400 million monthly active users globally, marking a substantial footprint in the social media landscape. This sizable audience positions Threads as an ideal destination for real-time interactions, appealing particularly to brands aiming to integrate their campaigns within ongoing conversations on the platform.
Capitalizing on Threads' growing influence, Meta announced plans to extend advertising access on the app to users around the world starting next week. This follows an initial trial period beginning last spring, during which ads were made available to select advertisers. The company will implement a phased rollout to ensure a smooth introduction of these commercial features across diverse markets.
Meta clarified that advertisements on Threads leverage its AI-augmented ad system—the same technology underpinning ad personalization on Facebook and Instagram. This system is designed to tailor ad content effectively to individual users, thereby aiming to maintain user engagement and advertiser satisfaction. By integrating Threads into its existing business infrastructure, Meta is also simplifying ad management, allowing businesses to administer Threads alongside Facebook, Instagram, and WhatsApp within a unified Business Settings interface.
The advertising experience on Threads has progressed since its inception. Meta expanded the variety of ad formats available, now including 4:5 aspect ratio images, carousel ads featuring multiple images or videos, and the ability to deploy Advantage+ catalog and app ads. These features offer advertisers enhanced flexibility and creativity in reaching their target audiences. Meta has indicated ongoing commitment to further developing the platform's advertising capabilities in subsequent updates.
Parallel to its marketing efforts, Meta's investment in artificial intelligence is gaining momentum through the work of its newly formed AI laboratory. Chief Technology Officer Andrew Bosworth disclosed that the laboratory recently produced its first set of high-profile AI models intended for internal use. According to Bosworth, these initial models exhibit significant promise and quality, surpassing some expectations during early testing phases.
Despite these advances, Bosworth emphasized that the AI models require considerable post-training refinement before becoming viable products for internal teams or consumer-facing applications. Meta has devoted substantial resources throughout 2025 to establish the infrastructure and power capacity necessary to support this AI development, a process he described as "tremendously chaotic." Looking ahead, Bosworth highlighted 2026 and 2027 as critical years for delivering AI-enabled consumer products, particularly as emerging trends in artificial intelligence become more defined.
Among these efforts is the integration of AI into consumer hardware, exemplified by Meta's Ray-Ban Display glasses. Earlier this month, Meta temporarily paused international expansion of these glasses to prioritize fulfilling demand within the United States, signaling a strategic focus on strengthening supply chain and customer experience in its primary market.
From a market perspective, Meta's stock experienced a modest appreciation of approximately 1.2% over the past twelve months. Nonetheless, bullish sentiment persists among some analysts. For instance, Jefferies analyst Brent Thill upheld a Buy rating for Meta's shares and set a target price of $910, recommending investors consider purchasing on dips. At the time of reporting, Meta's shares rose 3.92% to $636.99, indicating positive investor response to the company's strategic announcements.
In summary, Meta is reinforcing both its social media presence through Threads and its technological underpinnings via AI investments. The combined efforts aim to enhance platform engagement and diversify monetization avenues, reflecting an integrated approach to sustaining competitive positioning in the evolving digital and advertising landscape.