Meta placed the feed at the core of its AI content ambitions, moving away from its earlier Discover feed, which centred on prompts and AI conversations. Vibes aims to reposition Meta in the creative AI media space, leveraging generative video as a new user engagement front.
Videos on Vibes are shown alongside the prompt or input that generated them, offering transparency about how the content was produced. In announcements, Meta outlined that the system will tailor content recommendations over time, helping users explore styles or remix ideas from creators or communities.
Meta’s chief AI officer, Alexandr Wang, confirmed that Vibes’ early models leverage third-party AI systems from Midjourney and Black Forest Labs while Meta continues to build out its proprietary video generation models. The company launched Vibes amid a broader restructuring of its AI operations under its “Superintelligence Labs” division, formed in June 2025 after challenges with its open-source Llama 4 model and internal talent departures.
Early responses from users and commentators have been mixed. Some critics have labelled much of the output “AI slop” — synthetic but emotionally hollow content that lacks the authenticity or nuance of human creation. Others acknowledge the creative potential in remixing and prompt-based experimentation. One Instagram user responding to Zuckerberg’s demo likened it to “posting AI slop on your own app.”
Vibes is rolling out in over 40 countries, though the UK is excluded from the initial launch. Meta describes Vibes as more narrowly focused than its predecessor Discover feed, which mixed AI prompts, user interactions, and creative outputs. The new direction centres solely on short-video experiences.
For content creators already active on Meta’s platforms, Vibes offers seamless integration: users can tap into a video from Instagram and remix it in the Meta AI app, then publish back across Facebook or Instagram stories and Reels. Meta argues that Vibes could provide a lower friction path into AI video creation for casual users who want to experiment rather than start from scratch.
The move underscores Meta’s ambition to compete more directly with TikTok and Instagram Reels in the short-form video space — but using a twist: only AI-generated content. Unlike conventional video platforms, Vibes does not yet support uploading original human-shot footage. Some analysts suggest that offering a “sandbox” for AI video is Meta’s way to test consumer appetite for synthetic creativity, with monetisation hinges tied to ad formats, creator participation, and user engagement growth.
Still, the success of Vibes depends heavily on whether users feel empowered by its tools or alienated by its artifice. If the feed becomes overrun with derivative or bizarre videos, it risks reinforcing critiques of algorithmic overload and diminishing user trust. On the other hand, should the platform spark fresh creative forms and viral ideas, it could mark a turning point: generative video not as gimmick, but as a genuine mode of expression.
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