Meta announced Thursday that it is bringing its AI-generated video feed, Vibes, to Europe. Vibes, located within the Meta AI app, allows users to create and share short videos created entirely by artificial intelligence.
The company’s move follows its launch in the US in September and increases competition from OpenAI’s Sora.
Meta touts Vibes as a fun tool for social creation. But the launch comes as platforms like YouTube are battling what many are calling low-quality automated posts. AI slop. The divergence points to a deep divide in how big tech companies view the future of machine-made content.
AI Slop’s social feed?
Meta is expanding its generative media efforts, rolling out a dedicated AI video feed to the New World with Thursday’s announcement.
Within the standalone Meta AI app, European users can now access a TikTok-style feed where all videos are machine-generated. Users can generate clips from text prompts, remix content shared by others, and cross-post their creations to Instagram and Facebook.
The company is positioning the new feature as a creative playground, but critics have been quick to dismiss it. Meta’s official announcement describes Vibes as follows: “It’s an inherently social and collaborative creation experience, encouraging you to remix, co-create, and build stories with your friends.”
The company also said that since its launch in the United States, “Media generation for the app itself has skyrocketed more than 10x.” But this optimistic vision clashes with user acceptance after its U.S. debut.
Mark Zuckerberg’s launch post had the following comments about the launch: “My friends are posting crappy AI stuff on my app”, “It’s a waste of resources”, and “We drained the entire lake for this”, See the vast resources used for AI.
The term AI slop has come to define the low-quality and often gibberish automated content that floods social platforms.
Meta’s decision to build a dedicated home is a puzzling but bold strategic choice. Despite rivals building walls against automated spam, Meta is betting on user creativity.
A tale of two platforms: Meta embraces what YouTube rejects.
Meta’s adoption of AI-generated feeds puts it in direct conflict with the content moderation policies of its biggest video competitors. YouTube announced in July that it would update its partner program policies to specifically target and demonetize “mass-produced, repetitive content.”
Rene Ritchie, YouTube’s executive editor, gave a frank assessment of such material, stating: “This type of content has been unmonetized for many years and is often considered spam by viewers.”
YouTube is actively trying to eliminate the very type of content that meta currently encourages. This divergence highlights a fundamental disagreement within big tech companies about the value and place of generative media in the creator economy.
On the other hand, competitive pressures are increasing. Its main rival, OpenAI, recently expanded its AI video app, Sora, to Android and is rapidly expanding its user base.
After launching in the US, Vibes gave Meta’s app a huge boost, with downloads increasing 56% to 3.9 million by mid-October. However, it still fell short of Sora’s performance on iOS at the same time.
Algorithms built to power AI content
Powering the Vibes feed is the same recommendation engine that powers Facebook Reels, a system that could bring significant benefits to AI-generated videos.
Its algorithms do not inherently differentiate between human-created and machine-generated content. Instead, it relies entirely on user engagement to decide what to promote.
Jagjit Chawla, Facebook’s vice president of products, previously explained to Winbuzzer how it works, saying: “If you, as a user, happen to be interested in AI-generated content, the recommendation algorithm will determine that.”
This means that if a user engages with AI content, even out of novelty or morbid curiosity, the system is designed to show them more of that content. Platforms give users tools to signal disinterest, but the default path is driven by engagement, not origin.
release of vibes This is just a glimpse of Meta’s aggressive 2025 AI strategy. Meta recently integrated an AI editing tool called “Restyle” into Instagram Stories, further weaving generative technology into its ecosystem.
By building dedicated feeds and algorithms that reward engagement regardless of source, Meta goes beyond just allowing AI content on its platform. The company is actively working on its development, hoping to outperform its competitors in a market where the rules are still being defined.
