After a nearly year-long hiatus, Meta has reintroduced its artificial intelligence assistant, Meta AI, to Europe, starting with text-based chat functionalities. This strategic move signifies Meta’s commitment to integrating advanced AI technologies into its suite of applications across the European continent.

Background: The Initial Pause

In mid-2024, Meta halted the European rollout of its AI assistant due to concerns raised by Ireland’s Data Protection Commission (DPC). The primary issue revolved around the training of large language models using publicly posted content from Facebook and Instagram users, which the DPC feared might infringe upon European data privacy regulations.

The Verge

Navigating Regulatory Challenges

Over the past year, Meta engaged in extensive consultations with European regulators to address these concerns. This collaborative effort aimed to align Meta’s AI initiatives with the stringent data protection standards upheld by the European Union, particularly the General Data Protection Regulation (GDPR). Such meticulous preparations underscore Meta’s dedication to ensuring that its AI products respect user privacy and comply with regional legal frameworks.

CNET

Reintroduction of Meta AI: A Phased Approach

As of March 2025, Meta AI has begun its phased reintroduction across 41 European countries and 21 overseas territories. Initially, the assistant offers text-based chat functionalities in six European languages, providing users with capabilities such as brainstorming ideas, planning trips, and answering queries using web information. Notably, this version does not utilize first-party data from EU users, reflecting Meta’s adherence to data protection commitments.

Integration Across Meta’s Platforms

Meta AI is seamlessly integrated into popular Meta-owned platforms, including Facebook, Instagram, WhatsApp, and Messenger. Users can interact with the assistant through a distinctive blue circle icon, enabling them to access AI-driven assistance within their preferred communication channels. This integration facilitates a more intuitive and efficient user experience, allowing for quick access to information and support.

Group Chat Functionality

An innovative feature of Meta AI is its ability to participate in group chats. By typing “@MetaAI” followed by a prompt or question, users can invoke the assistant within group conversations. This functionality is particularly useful for collaborative activities such as trip planning, brainstorming sessions, or resolving debates, thereby enhancing the collective experience within group interactions.

Content Discovery and Personalization

Meta AI also enhances content discovery by providing users with curated content tailored to their interests. For instance, users planning a vacation can request the assistant to display relevant content, such as photos or posts related to their destination, enriching their planning process with personalized recommendations.

Future Prospects

While the current iteration of Meta AI in Europe focuses on text-based interactions, Meta has expressed intentions to expand its functionalities in the future. The company plans to collaborate closely with European regulators to introduce additional features, aiming to achieve parity with the services available in other regions, such as the United States.

Conclusion

Meta’s reintroduction of its AI assistant to the European market marks a significant milestone in the company’s efforts to deliver advanced AI solutions that comply with regional regulations. By prioritizing user privacy and engaging constructively with regulatory bodies, Meta demonstrates its commitment to providing innovative and compliant AI services to its European user base.