Meta announced Thursday the expansion of its AI-generated short-form video feed, Vibes, to Europe. The feature is now accessible within the Meta AI application, enabling users to create, share, and view videos generated by artificial intelligence.
This European rollout occurs six weeks after Vibes' initial introduction in the United States. The platform is designed to offer a dedicated feed of AI-generated videos, drawing parallels to existing short-form video platforms but with all content created by AI. Functionality includes video generation via prompts and the ability to remix existing content, with options to add new visuals, layer music, or adjust styles. Meta stated in a blog post that the experience is intended to be "inherently social and collaborative creation," facilitating sharing directly within the Vibes feed, with friends, or cross-posted to Instagram and Facebook Stories and Reels.
The introduction of Vibes into the European market positions Meta in a developing sector of AI-driven content platforms. Competitors in this nascent space include OpenAI, which launched its Sora application for creating and sharing AI-generated videos a few days after Meta's U.S. Vibes debut.
Initial user feedback following the U.S. launch indicated mixed reception. Comments on Meta CEO Mark Zuckerberg's announcement post included expressions of disinterest in an entirely AI-generated short video feed.
This strategic move by Meta also occurs amidst varying industry approaches to AI-generated content. While Meta embraces AI content generation with Vibes, other platforms like YouTube have signaled intentions to address "mass-produced and repetitive videos," reflecting broader concerns about the proliferation of low-quality AI content. Earlier this year, Meta itself had emphasized tackling "unoriginal" content and encouraging "authentic storytelling" on its platforms. Despite these previous statements, Meta reports that media generation within the Meta AI app has increased more than tenfold since the launch of Vibes.
