Meta announced on Thursday that Vibes, its AI-generated short video feed, is now rolling out across Europe within the Meta AI app. Think of it as TikTok or Instagram Reels—but every video you see is created entirely by artificial intelligence.
This European launch comes just six weeks after Meta introduced the feature in the U.S. Notably, OpenAI unveiled Sora—a social platform for creating and sharing AI-generated videos—only days after Meta’s initial debut.
With Vibes, users can generate and share AI-powered short videos while also browsing a dedicated feed showcasing content created by others. Meta says the feed will become increasingly personalized over time, aligning more closely with individual user interests.
When creating content, users can either input text prompts to generate original videos or remix existing ones. Additional customization options include applying new visual effects, overlaying music, or tweaking the style to suit personal preferences.
“This is inherently a social and collaborative creative experience, designed to encourage remixing, co-creation, and storytelling with friends,” Meta wrote in a blog post. “Videos and content can be shared directly to the Vibes feed, sent privately to friends, or cross-posted to Instagram and Facebook Stories and Reels.”
When Meta CEO Mark Zuckerberg first unveiled the video feed back in September, user reactions to his announcement post were predictably skeptical—particularly because many questioned the appeal of an AI-generated version of TikTok.
One top comment read: “Dude, nobody wants this,” while another popular reply stated: “Bro posting AI junk on his own app.” A third comment summed up the sentiment: “I think I speak for everyone when I say… what?”
While Meta leans into AI-generated content, other platforms like YouTube are grappling with its downsides. The surge in AI tools has flooded social media with so-called “AI spam”—a term used to describe low-quality, mass-produced AI content.
Meta’s push for Vibes seems especially contradictory given that earlier this year, the company emphasized tackling “unoriginal” content and urged creators to focus on “authentic storytelling” rather than churning out low-value short clips.
Despite earlier messaging, Meta is now promoting Vibes by highlighting significant growth: since its launch, media generation within the Meta AI app has reportedly increased more than tenfold.
