Meta is rolling out a pair of AI upgrades to Facebook and Instagram, and both are genuinely useful. One makes getting help faster, and the other makes the apps safer for everyone on them. If they work, they can genuinely improve the user experience for Meta apps.
Is getting help on Facebook and Instagram finally about to get easier?
The first part of the launch is an AI support assistant that Meta is releasing globally on Facebook and Instagram for iOS and Android platforms. If you’ve ever spent minutes clicking through Help Center only to find a vague answers, or spent hours on YouTube looking for answers to your problems, you know how annoying it can be.
Meta’s AI assistant aims to put an end to all that searching. The assistant is built directly into both apps and can respond to your requests in under five seconds. More importantly, it doesn’t just suggest answers; it can actually take action. It can update your name, change your post visibility, configure your profile settings, and more.
The assistant can also help people with account access issues. This feature is rolling out to select users in the US and Canada.
What else are we getting with this AI push?
Meta is also focusing on improving its content moderation system using AI. The company has been testing more advanced AI enforcement systems, and the early results are positive.
According to Meta, these systems are catching 5,000 scam attempts per day that existing review teams had missed, reducing reports of impersonated celebrities by over 80%, and identifying twice as much violating adult content while cutting enforcement mistakes by more than 60%.
The AI can also detect subtle account takeovers and fake websites impersonating legitimate brands. One test drove down views of scam ads by 7%. These systems now cover languages spoken by 98% of people online, up from around 80 languages previously.
Meta says that its human reviewers aren’t going anywhere. They’ll continue handling the most complex decisions, such as account disablement appeals and law enforcement referrals. AI will handle repetitive, high-volume tasks, freeing people to focus on complex decisions that require a human’s judgment.