Meta's AI app has seen growth soar since launch of Vibes, but trails OpenAI's Sora

Meta's AI application has experienced a notable surge in downloads following the introduction of its Vibes feature, which showcases AI-generated video content. This uptick provides insight into the company's artificial intelligence ambitions just ahead of its impending third-quarter earnings report. Since the launch of Vibes on September 25, downloads for the Meta AI app have increased by 56% month-over-month, reaching approximately 3.9 million across both iOS and Android platforms as of October 18, according to Appfigures. Randy Nelson, Head of Insights at Appfigures, commented on the significant growth, noting that the month is not yet over. However, despite this progress, OpenAI’s Sora application, which debuted on September 30, appears to have gained more traction, amassing 2.6 million downloads on iOS alone within the same timeframe, while the Meta AI app recorded 1.1 million downloads. Many creators and marketers have expressed a preference for Sora, citing its user-friendly design and the ability to produce more lifelike videos of people conversing. In contrast, Vibes allows users to select specific songs as audio accompaniment to its quirky and imaginative content, which includes scenes like lions sharing a pizza and a hedgehog singing karaoke. To enhance the appeal of Vibes, Meta has been financially incentivizing creators to generate AI-driven videos. The company has specifically targeted influencers familiar with generative AI tools from the startup Midjourney, requiring them to enter non-disclosure agreements to promote the feature. Originally launched in late April under the name Meta View, the app was designed to help Ray-Ban Meta AI glasses users manage settings and photos. The rebranding to Meta AI aimed to establish a central hub for engaging with the company's ChatGPT-like AI assistant. With the rollout of Vibes, users can now interact with a video feed that mirrors TikTok, albeit with content entirely generated by AI. Unlike Sora, which is built on OpenAI’s exclusive model, the Vibes feature utilizes third-party models from companies such as Midjourney and Black Forest Labs, as stated by Alexandr Wang, Meta's chief AI officer. This reliance on external AI technologies highlights Meta's strategy to bolster its AI capabilities, particularly after the less-than-stellar reception of its Llama 4 launch in April, which prompted significant changes within the organization. As Meta prepares for its earnings call, analysts are optimistic about a 22% year-over-year revenue increase to $49.4 billion. Some influencers contributing to Vibes are located in India, where the Sora app has yet to launch and TikTok is banned. Meta has noted that its AI tools, primarily accessed through WhatsApp, are most popular in India. Gaurav Bisen, an Indian creator active on Vibes, highlighted the ease of content creation on the platform, emphasizing the accessibility it provides to individuals who might be hesitant to appear on camera. Despite the initial success in terms of follower growth—over 25,000 for Bisen—engagement levels on Vibes still lag behind those on Instagram or TikTok. Most creators report that their posts on Vibes garner fewer than 10 likes on average, with success often measured through 'remixes,' allowing users to edit and share AI-generated videos. Meta's commitment to generative AI is evident as it seeks to attract creators and compete with OpenAI, with its AI Studio tool enabling users to design customizable AI characters for interaction across various platforms. Additionally, investors are keen to hear updates on Meta's Metaverse strategy, particularly with Vishal Shah now overseeing AI products within the Superintelligence Labs division, as reported by the Financial Times. Shah's transition adds another layer of leadership aimed at advancing Meta's AI initiatives.