Meta is adapting Threads’ Facebook and Instagram promotion strategy for Muse, its AI agent. Without user-generated posts to recommend, it is exploring interest-based promotions that show specific uses, Threads head Connor Hayes told Business Insider.
Meta says Threads, launched in 2023, has 500 million users. Hayes said its growth included Facebook and Instagram users who had not previously used alternatives such as Twitter, not just people looking to leave those services.
Threads labels content it detects as AI-generated, using the same approach as Meta’s other apps. Hayes said the platform does not actively police AI-created posts and that he expects human-generated content to drive conversations.
