Meta has launched an “optimistic” advertising campaign promoting its approach to artificial intelligence, positioning itself against predictions of an AI-driven dystopia. However, the campaign’s first one-minute advert offers little explanation of Meta’s AI products or how they would benefit users, creating a gap between its broad claims and its practical message.

The advert mainly shows people socialising, alongside brief shots of Facebook, Instagram, WhatsApp, Meta AI and the company’s “Muse Spark” model, without demonstrating specific features. It also gives significant attention to Meta’s smart glasses, including Kylie Jenner-branded frames, despite making no clear link to AI. The article notes this comes amid criticism of Meta over AI-related job cuts, alleged copyright infringement in model training and previous chatbot-safety concerns.