In 2023, Meta introduced its first ever AI-powered chatbot across the apps we all tap into everyday: Meta AI. Positioned as a revolutionary assistant embedded across platforms like Instagram, WhatsApp, and Facebook, Meta AI offered creative tools like AI stickers, generative image features, and chatbot capabilities. Meta needed a social strategy to not only introduce this product but also educate audiences and build trust amidst growing skepticism around AI. The challenge was twofold: launch Meta AI in an accessible, relatable way and maintain engagement as the product evolved rapidly, delivering on its promise of enhancing creativity and convenience without replacing the human touch.

We partnered with Meta to craft a flexible, social-first strategy that adapted to Meta AI’s evolving capabilities. We launched with UI-forward tutorials which made complex features feel intuitive and approachable. As new AI features continued to roll out every few months, especially during Meta’s annual flagship event, Meta Connect, we transformed announcements into shareable content that reached millions, driving excitement across Meta’s ecosystem.

Over the course of the year, we created over 200 individual pieces of dynamic content highlighting Meta AI, earning over 30M reach and 500K engagements. And as the tool expanded, so did our focus — partnering with creators to spotlight authentic use cases, amplifying user-generated content, and showcasing Meta AI as an empowering tool for creativity.This work demonstrated that AI can inspire and assist us without overshadowing human ingenuity. By the year’s end, Meta AI was not just seen as innovative but approachable, bridging the gap between technology and humanity in a way that only Meta could achieve.