Vibes, an AI-generated short video platform, has officially launched in the European market, accessible to users through the Meta AI app. The platform's functionality rivals TikTok and Instagram Reels, but the core difference lies in the fact that all content is AI-generated—users can create short videos using text prompts or "remix" others' work, adding visual effects, music, and style adjustments. Meta emphasizes that this is a "creative experience that combines social interaction and collaboration," supporting direct sharing of content to the Vibes feed, Instagram, and Facebook Stories and Reels.
This European launch comes just six weeks after its US launch, and OpenAI's subsequent release of the Sora model has further intensified competition in the AI video field. However, the strong resistance Vibes has faced in the US has cast a shadow over this expansion. Popular comments under CEO Zuckerberg's post announcing the feature, such as "Guys, nobody wants this" and "Bro, I'm posting AI garbage on my own app," reflect users' indifference towards AI-generated content. What's even more controversial is that Meta called for cracking down on "non-original" content and advocating "authentic storytelling" earlier this year, while the launch of Vibes clearly contradicts its strategic claims, leading to accusations of "fighting AI garbage while simultaneously creating AI garbage."
Despite facing criticism, Meta revealed that Vibes has increased media generation on its platform by more than tenfold, demonstrating the explosive power of AI content production. With the entry of the European market, whether Meta can reverse user attitudes and how it reconciles strategic contradictions will be a key test for its AI strategy.
