Meta AI
Humanity, Meet Meta AI
Overview
Meta AI — a new AI assistant across Instagram, Facebook, and WhatsApp — needed an introduction that felt useful, not intimidating. We built a social-first strategy to encourage people to discover, explore, and actually use Meta AI. The result? An ongoing drumbeat of content that sparked curiosity, drove creative experimentation, and made a tech-first product feel human.
My Role
Strategy & Program Manager
Led day-to-day strategy and team operations; supported senior strategy director in managing project team, leading research and reporting, driving brainstorms, and co-leading key client meetings.
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The Opportunity
Meta AI — a chatbot integrated into Meta’s core apps — needed to earn attention, understanding, and trust. With no standalone launch moment, Meta had to build momentum from scratch across multiple use cases, audiences, and product updates. While AI was dominating headlines, it still felt abstract, intimidating, or out of reach for most people. We saw an opportunity to make Meta AI feel less like a tech breakthrough and more like an everyday advantage. With thoughtful, social-first content, we set out to demystify new features, inspire curiosity, and show how Meta AI could support people’s lives — without replacing what makes us human.
How It Came to Life
AI can feel abstract — or worse, intimidating. But Meta’s AI tools weren’t built to replace people; they were built to help them do more of what they already do best. From real-time conversations to image prompts and everyday life hacks, our strategy reframed Meta AI as a collaborator — something you use with your hands, not something that replaces them. We focused on connection over complexity, showing how Meta AI could fit naturally into real lives and real moments. From product rollouts to everyday reminders, our content turned features into culturally relevant, feed-native moments. We launched with simple UI explainers — covering how to use Meta AI in search, chat, and Reels — and expanded into creator spotlights, visual demos, and themed carousels. Over time, we created more than 200 posts across Reels, Stories, carousels, and X, always focused on showing how Meta AI could unlock something better. Milestones like Meta Connect helped us scale the narrative — transforming announcements into story-driven momentum content across every platform.
The Outcome
The strategy cultivated relevance throughout Meta AI’s first year. In total, our content reached over 30M+ users and earned 500K+ engagements, proving that with the right framing, even the most complex tech can feel personal. What started as a feature announcement turned into an evolving ecosystem of content — discovered by new users, in communication with creators, and positioned to grow alongside the product itself.
