Meta Platforms(US:META) CNBC·2025-10-28 11:00Core Insights - Meta's AI app has experienced a significant increase in downloads following the launch of its Vibes feed, indicating a positive reception of its artificial intelligence strategy ahead of the third-quarter earnings report [1][11] Download Growth - Since the launch of Vibes on September 25, downloads of the Meta AI app have surged by 56% month-over-month, reaching a total of 3.9 million downloads by October 18 [2] - In comparison, the Sora app, which launched on September 30, achieved 2.6 million downloads on iOS, while the Meta AI app garnered 1.1 million downloads during the same period [2] User Experience and Content - Creators find Sora easier to use due to its ability to produce more realistic videos, while Vibes offers a more playful and surreal content experience [5] - Meta has been incentivizing creators to produce AI-generated videos for Vibes, seeking out influencers familiar with generative AI tools [6] AI Strategy and Development - The Meta AI app was initially launched as Meta View for managing Ray-Ban Meta AI glasses but was rebranded to serve as a hub for user interaction with the AI assistant [7][8] - Vibes relies on third-party AI models from companies like Midjourney and Black Forest Labs, while Meta is also developing its own generative AI technology [9][10] Financial Expectations - Analysts anticipate a revenue growth of 22% year-over-year for Meta, projecting $49.4 billion for the third quarter and a full-year growth of 19% to $196.2 billion [11] Engagement Metrics - Despite initial traction, engagement on Vibes is limited compared to platforms like Instagram and TikTok, with most posts averaging fewer than 10 likes [14] - Users measure success through "remixes," which allow creators to edit and repost AI-generated videos [15] Organizational Changes - Meta has undergone significant restructuring in its AI organization, including layoffs and the appointment of new leadership to enhance its AI capabilities [10][11][17]