Meta's Threads is testing an AI integration that mirrors X's Grok functionality, allowing users to mention Meta AI directly in posts for real-time information and context.

The feature is currently in beta testing across Malaysia, Saudi Arabia, Mexico, Argentina, and Singapore. Users with public accounts can tag Meta AI to ask questions about trending topics, breaking news, or current events.

Meta AI responds as a public reply from the @meta.ai account, processing queries in the original post's language. The company told TechCrunch the feature aims to provide real-time context about trends and breaking stories within conversations.

Example use cases include asking "Why are people talking about the World Cup this month?" or "Whose Met Gala looks are trending right now?" The AI assistant processes these mentions and delivers contextual responses directly in the thread.

Positioning against X's Grok

The integration positions Threads as an information hub where users can get answers without leaving the platform. This directly competes with xAI's Grok on X, which frequently fields similar queries from users asking "Is this real?" or "Explain this."

However, AI chatbots with high visibility carry risks. X's Grok previously generated controversial content, including posts praising Hitler. Meta claims its AI has stronger safeguards than Grok, though similar issues remain possible.

Users can control their experience by muting @meta.ai, selecting "Not interested" on Meta AI posts, or hiding specific AI replies on their content.

Meta plans to gather feedback from the beta test before expanding the feature to additional markets. The company will use early user responses to refine the experience and address potential issues.

The move represents Meta's broader push to integrate AI across its platform ecosystem, competing directly with other social platforms offering embedded AI assistance.