Meta just turbocharged its European AI strategy with the launch of Vibes, its AI-powered video creation feed, now available across the continent through the expanded Meta AI app. The move marks Meta's most aggressive push yet into AI-generated content creation outside the US, as the social media giant races to establish dominance in the rapidly evolving AI creativity space.
Meta is making its biggest European AI bet yet. The social media titan just unleashed Vibes, its AI-powered video creation platform, across Europe through an expanded Meta AI app that's positioning the company squarely in the center of the next-generation content wars.
The numbers tell the story of Meta's AI momentum. Since launching Vibes in the US, the platform has generated over 20 billion AI images, with media generation in the app itself jumping more than tenfold. Now European creators get access to the same toolkit that's been quietly reshaping how people think about content creation.
Vibes isn't just another AI toy - it's Meta's answer to the short-form video revolution that's been dominated by TikTok and increasingly challenged by YouTube Shorts. The platform centers around AI-generated videos that users can create with simple text prompts, then remix, layer with music, and customize to match their personal style. It's collaborative by design, encouraging users to build on each other's creations in ways that traditional video platforms haven't quite cracked.
What makes this launch particularly strategic is how Meta is integrating Vibes across its ecosystem. Content created in the platform can be shared directly to Instagram and Facebook Stories and Reels, creating a seamless pipeline from AI creation to Meta's massive social networks. For a company that's watched TikTok eat into its younger user base, this represents a potential game-changer.
The expanded Meta AI app goes beyond just Vibes. European users now get enhanced access to Meta's AI assistant with text prompting, image generation and animation, and advanced image editing tools. The company is also maintaining the app as the central hub for managing its Ray-Ban smart glasses, creating what amounts to a comprehensive AI ecosystem.
This European rollout comes as Meta faces increasing pressure from regulators about AI safety and content moderation. The company is betting that by giving users more creative tools rather than just consuming algorithmically-served content, it can address some concerns about passive social media consumption while building stronger user engagement.
