Meta announced that its short‑form AI‑generated video feed "Vibes" will now be available in Europe through the Meta AI app, following a U.S. launch on September 25 2025. The European rollout extends Meta’s AI‑driven content ecosystem beyond the United States and positions the company to compete more directly with short‑form platforms such as TikTok and YouTube Shorts.
The Meta AI app has seen rapid growth, reaching 2.7 million daily active users by mid‑October 2025, a sharp increase from earlier months. The launch of Vibes in the U.S. coincided with this surge, suggesting that the new feature is a key driver of user engagement. Meta’s AI strategy emphasizes creating a seamless ecosystem where users can generate, remix, and share AI‑generated clips across its social platforms.
By adding Vibes to its European lineup, Meta aims to boost user time on its apps and unlock new advertising opportunities within the Meta AI app. The company’s AI ad infrastructure already supports an annual revenue run rate exceeding $60 billion, and the Vibes feed is expected to contribute additional ad inventory and higher engagement rates. Management has highlighted that the feature “puts creativity, self‑expression, and fun at the heart of the Meta AI experience, for even more people around the world.”
Regulatory considerations have shaped the rollout. While the Meta AI assistant in the EU has a more restricted feature set—image generation is disabled to comply with GDPR—video generation for Vibes is permitted, indicating that Meta has navigated privacy constraints to deliver the new content format. The company’s broader AI initiatives continue to adapt to European data‑protection rules.
User reception to the U.S. launch was mixed, with some critics labeling the content as “AI slop.” The European launch will test whether Meta can overcome skepticism and demonstrate the value of AI‑generated video for creators and advertisers alike. The success of Vibes will hinge on user adoption, advertiser interest, and the ability to maintain high‑quality, engaging content within the regulatory framework.
The content on BeyondSPX is for informational purposes only and should not be construed as financial or investment advice. We are not financial advisors. Consult with a qualified professional before making any investment decisions. Any actions you take based on information from this site are solely at your own risk.