Meta AI Integration Sparks Backlash in Threads: Users Question Lack of Blocking Option

Threads is rolling out Meta AI, a new feature designed to provide real-time context when mentioned in a post or reply. The integration aims to help users quickly gather information about trends, breaking stories, or recommendations directly within conversations.

Meta AI’s Purpose and Initial Rollout

Connor Hayes, head of Threads, announced the feature on the app on Tuesday, explaining its purpose.

"We’re starting to test a way to get context on a Threads conversation by mentioning Meta AI in a post or reply. This will start in a handful of countries today and expand over time," Hayes posted. "Conversations here move fast. A lot of people want to look things up before jumping in. We want to make that easier. Ask Meta AI to get real-time context about a trend, breaking story, or get recommendations right in the conversation."

The new @meta.ai account encourages users to "tag @meta.ai to get context, closure, or comedy," and includes a video demonstrating how the feature works. Currently, tagging Meta AI is being tested in five countries: Argentina, Malaysia, Mexico, Saudi Arabia, and Singapore. Meta has plans to expand the feature to additional regions in the future.

Meta did not respond to Fast Company’s request for comment.

User Backlash Over Lack of Blocking Option

The announcement of Meta AI’s integration has sparked significant backlash on Threads, with users expressing frustration over the lack of control over the feature. A community note attached to Meta AI’s first post rates the feature as "extremely harmful, including inaccurate information."

Users have voiced concerns, with one posting,

"Can you guys handle the bot and bigot problem first?"

"Yep, you can’t block me on Threads right now."

Meta spokesperson Christine Pai told The Verge that users will have some control over their Meta AI experience during the test phase.

"We want to give people a way to quickly gather context before jumping into the conversation, but if you want to see fewer Meta AI replies in your Threads feed you can mute or hide Meta AI replies, or use the ‘Not interested’ option on any Meta AI post," she said.

Despite these options, some users remain dissatisfied. One user commented,

"And giving us no option to block is really shitty."

"Nobody wants this."

Meta AI Expands Beyond Threads

The rollout of Meta AI is not limited to Threads. On Wednesday, Meta announced the launch of Incognito Chat with Meta AI in WhatsApp and the Meta AI app. These conversations are processed in a secure environment that Meta describes as inaccessible to the company itself.