Meta reveals 'superintelligence' strategy

Meta has just announced its boldest move yet: a long-term plan to build what it calls “artificial superintelligence.” This isn’t another iteration of ad targeting or a smarter chatbot. This is Meta publicly committing to developing an AI system that learns, reasons, plans and creates at a level far beyond today’s consumer-facing tools.

In a Q2 2025 earnings call, CEO Mark Zuckerberg confirmed the company is reorienting its entire AI strategy to build what he describes as “a general intelligence capable of helping people in their daily lives.” This superintelligence will be designed to assist individuals, creators and businesses, spanning use cases from messaging and content creation to more complex tasks like reasoning and problem solving.

The new initiative will be driven by Meta’s dedicated AI research lab and Scale AI, led by Alexandr Wang. The scale of ambition is clear. Meta is investing tens of billions in infrastructure to support this effort, with a full ecosystem being built around it including proprietary hardware, new data centre facilities and platform-wide integrations. This isn’t theoretical. The building blocks are already in motion.

To understand the significance, here’s some context:

• Meta’s Q2 2025 revenue reached £37.1 billion, up 22% from the same period in 2024

• AI-powered Advantage+ ad tools increased conversions by 5% on Instagram and 3% on Facebook

• Meta is expected to spend over £54 billion on AI infrastructure in 2025

• Meta’s new AdLlama model improved click-through rates by 6.7% in early tests

• Over 70% of advertisers on Meta platforms now use AI-generated headlines or copy

• Creators using Meta’s AI tools have seen time-to-publish reduce by 30%

• 61% of marketers say they use AI daily but 75% feel unprepared to manage it strategically

The pitch from Meta is one of empowerment. AI, it says, will make marketing, communication and even creativity more efficient and accessible. But that promise comes with significant platform control. If this vision becomes reality, every advertiser, business owner and content creator will be operating inside Meta’s AI-driven framework.

Personalisation, targeting, messaging and even tone could be shaped by an ecosystem that’s no longer simply predictive but generative and autonomous.

Zuckerberg has already made clear this technology won’t just sit inside Meta’s apps. It’s being developed to serve users across devices, services and business workflows. That changes the conversation entirely.

So where does this leave marketers?

There is no doubt the gains are attractive. The numbers speak for themselves. But the pace and scope of this shift mean brands must be proactive, not passive. There’s a growing risk of uniformity as more businesses rely on the same AI models to build and optimise campaigns. When every creative decision is filtered through a single system, distinctiveness becomes harder to maintain.