Hi and welcome back to another edition of The Keyword.

The key story: last week Meta announced AI Mode for Facebook. The mechanics (and of course the name!) closely follow Google’s AI Mode, which already has 1 billion users.

—Kole
_{Editor, The Keyword
Building Wilow - Meta Creative Analytics}

Meta started rolling out AI Mode this week, a new search experience on Facebook that answers questions by summarising public posts from across its apps.

Like Google's, Meta's AI Mode builds answers from what people post publicly rather than from a list of links. Google increasingly pulls from Reddit and YouTube. Meta pulls from Facebook Groups, Reels, and public posts.

Meta’s AI Mode sits alongside the existing search tabs like People and Marketplace. It runs on Muse Spark, Meta's AI latest model, and is rolling out first on the Facebook mobile app in the US.

Google AI Mode crossed 1 billion monthly users within 12 months of launch, faster than almost any product in Google's history, because it was built into a search product billions already use daily. Meta has the same advantage with its AI Mode.

Meta said Muse Spark will over time cite recommendations and content people share across Instagram, Facebook, and Threads.

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Threads now reaches a larger pool of users on a feed where Meta runs ads worldwide, expanding the audience marketers can buy against. Alongside the milestone, Meta graduated its communities feature out of beta and added Your Algo, a tool that lets users adjust the topics in their feed.

Advertisers get more inventory to compete for in ChatGPT without users seeing additional ads, as OpenAI groups several advertisers into one sponsored placement. Eligible ads in the new units are priced through a second-price auction, the same mechanic Google and Meta have run for years.

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You’re caught up
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