Instagram, Facebook and WhatsApp move towards paid AI features

Meta is preparing to trial paid AI tools across Instagram, Facebook and WhatsApp, signalling a shift towards premium features layered on top of its free platforms. From AI-powered content creation to agent-style assistants, the move raises questions about where real value sits for users, and what will actually drive willingness to pay.

Speaking to Metro, our director of paid media, Mark Byrne explains why capability alone won’t be enough: “Without clear reassurance and tangible benefits, AI alone is unlikely to drive mass subscription uptake. Adoption will hinge on trust as much as functionality.”

Read the full article on Metro.