On September 25th, Meta deployed the next version of its Meta AI app and presented an early preview of atmospherea feed that allows users to create and share videos generated in short form AI. The development highlights that Meta will expand its artificial intelligence portfolio and at the same time will seek to deepen its influence in markets like India during the festive shopping season.
Meta Chief Executive Mark Zuckerberg announced atmosphere On Instagram we present AI-generated clips showing off the fuzzy-looking creatures jumping over the cubes, cat-kneaded fabrics, and reimagined scenes of ancient Egyptian women taking selfies from the balcony.
This feature is placed as space for creative exploration. Users viewing the feed can view AI-generated videos from a variety of creators and communities, remix existing content, and create new videos from scratch. They can add visuals, layer music and style them before sharing directly with the vibe feed, either via direct message or via cross-post to Instagram or Facebook stories and reels.
Meta AI Head Alexandr Wang revealed that the company is partnering with AI image generators Midjourney and Black Forest Labs in the early stages of the atmosphere. At the same time, Meta continues to improve its own AI model.
According to the company, the feed becomes more personalized as people interact with it. Users who encounter meta AI videos on Instagram can remix them within the Meta AI app. Meta said he is working with visual artists and creators to develop more powerful creative tools.
These tools are expected to be deployed more widely in the future. Beyond the vibe, the app is intended to serve as a hub for AI glasses, photo and video experiments. You also have access to Meta AI Assistant for answers, ideas and inspiration.
The timing of the update highlights that while they want to shape the meta of AI creativity conversations, they are investing heavily in AI video and image generation in response to their rivals.
Indo Rink: Celebratory Shopping Insights
A few days before the vibrator was announced, Meta was released 2025 MetaDigital UTSAVa celebration playbook aimed at Indian brands and marketers. Developed with research institute Ipsos, the playbook analyzes how consumer behavior changes during India's biggest shopping season.
The study suggests that the celebration calendar is much longer than commonly assumed, extending to major year days from July to August. This expansion cycle gives one or more brands the opportunity to engage with consumers beyond Diwali.
The findings place the Meta platform at the heart of this landscape. The company said its platform promotes 65% of celebration shopping engagement across discoveries (49%), ratings (44%) and purchases (39%). Personalization was cited as being particularly influential, with 77% of respondents saying that personalized ads on the metaplatform had an impact on their purchases.
Arun Srinivas, managing director and country head of Meta (India), pointed out that the Indian festive season is a key moment for businesses. As consumers become more discerning, brands stand out with technology, creativity and mobile-first experiences.
“Today, shoppers are turning to AI for inspiration, and there's a creator for reliability, a reel for discovery,” he added. “In meta, it's about enabling businesses to meet these changing consumer expectations with innovative tools and solutions, which will help them to be meaningfully involved, build trust and drive growth in this season of celebration and beyond.”
Reels and creators rebuild their shopping journey
Reels and creators have been identified as major influences of this festive season. Research shows that shoppers are currently viewing short form videos as a preferred entry point for fashion and lifestyle choices. Apparel and fashion were highlighted as categories where reels are particularly influential.
Meanwhile, creators are cited as being important for building trust. Almost half of the celebration shoppers follow influencers, while two-thirds say brands that work with trustworthy creators have gained trust. Over 30% rely on purchasing a guide to buy creator reviews and guides.
The research shows that creator-driven content not only complements advertising, but also helps shoppers evaluate and select products in a crowded, festive market.
Generated AI is another factor that shapes consumer behavior. Over 80% of Indian celebration shoppers reported using AI to find gift ideas and inspiration. Smartphones continue to dominate as the main shopping device, with nine of the 10 consumers relying on celebration purchases.
The Meta report highlights that shopping conversations take place on the platform, with 78% of discussions that occur during the celebration period that occurs on WhatsApp. This underscores the importance of messaging as both a useful tool and a direct channel for engagement.
At the same time, Quick Commerce is gaining traction. 45% of respondents said they used the Quick Commerce app for celebration shopping with 56% of the 25-34 age group. Speed and product quality were cited as the main drivers.
Shopper segment
The Playbook identifies various consumer cohorts that show different celebratory shopping behaviors.
Gen Z Shoppers, ages 18-24, show high price sensitivity to the meta app to access discounts, promo codes and offers. Tier 2 and 3 urban consumers continue to blend offline and online habits, with 63% supporting face-to-face shopping and cash-based transactions while using local e-commerce platforms.
Mothers also appeared as a clear group. 44% of those surveyed make celebration purchases through the meta platform, and often prefer a mobile-driven shopping trip.
These segments reveal a complex picture in which age, geography, and lifestyle shape how consumers navigate the mix of physical and digital retail.
This study outlines the tactics of companies seeking to maximize impacts between celebration windows. It points to high impact offers, including high intake sales, bundles, flash trading, and EMI linked promotions, as tools to increase perceived value.
We also recommend using digital discovery mechanisms such as dynamic catalogs, shopping ads, curated showcases such as online lookbooks. On brand building, the report highlights story-driven advertising, highlighting craftsmanship, values and celebration sentiment.
Finally, the brand notes that interactive digital formats such as reels, stories and live shopping can be combined with traditional celebration motifs and aesthetics to deepen the connection.
Meta's twin ambition
In summary, Meta's twin announcements (the development of the vibe and the launch of the digital UTSAV playbook) line up their broad ambitions. On the one hand, they want to lead AI-enabled creativity, compete with their rivals in Silicon Valley, and develop generated video and immersive formats. Meanwhile, it aims to solidify its role as a major advertising and discovery engine in one of the world's fastest-growing retail markets.
Both moves range from data governance to regulatory frameworks for AI-generated content at a time when scrutiny on social platforms is intensifying. For Indian advertisers and marketers, the message is clear. Meta is building tools to help you strengthen your position by how festive shopping unfolds and is seen as the centre of inspiration to purchase.
The test is whether consumers embrace AI-driven creativity such as vibes in the same way they adopted short videos, and whether brands can translate playbook insights into measurable sales growth in competitive, fragmented markets.
