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After a waiting period due to privacy concerns from the Irish Authority, Meta AI is finally ready to debut in Italy and the European Union.
The artificial intelligence technology developed by Meta, already active in the United States since 2023, will gradually be available on WhatsApp, Messenger and Instagram in 41 European countries and 21 overseas territories. This is the largest global expansion of the AI platform to date, with a significant impact also on the Italian market.
Meta AI had to overcome regulatory hurdles before arriving on our continent. In June 2024, the launch was suspended due to concerns raised by the Irish Data Protection Commission (DPC), regarding the use of public data from Facebook and Instagram users for AI training. The company has stated that the new version of Meta AI does not use information taken from European users, thus ensuring greater privacy protection in line with the General Data Protection Regulation (GDPR). Meta’s AI technology will be available within the most popular messaging apps, including WhatsApp, Messenger and Instagram. Users will be able to interact with artificial intelligence in different ways:
Through a dedicated icon (a blue circle) present in chats.
Mentioning ‘@MetaAI’ within a group conversation to get immediate responses.
Requesting assistance to organize events, trips or find information online.
Meta’s stated goal is to make the communication experience smarter and improve access to information directly within chats, without having to leave the applications. The arrival of Meta AI in Italy opens up interesting scenarios for both consumers and businesses. Our country has shown a growing openness towards artificial intelligence, with an increase in the adoption of chatbots and virtual assistants in the corporate sector and in public administration. The integration of an intelligent assistant in the most popular messaging services will have a direct impact on the digital habits of Italians. Features such as real-time information search and social activity organization through AI could revolutionize the online experience of millions of people. Meta AI could become a powerful tool for Italian companies, especially for small and medium-sized enterprises (SMEs), e-commerce and retail brands. Thanks to artificial intelligence, companies will be able to:
Improve customer service, quickly responding to requests via chat.
Automate sales support, suggesting personalized products and offers.
Optimize marketing campaigns, through chatbots capable of interacting directly with consumers in a more natural way.
Despite Meta’s reassurances, some concerns remain related to privacy and data management. The EU has adopted a very strict position on the regulation of artificial intelligence, with the AI Act imposing high standards for data protection and algorithm transparency. In Italy, the Guarantor for the protection of personal data will closely monitor the implementation of Meta AI, verifying that there are no violations of national and European regulations. The most debated issues concern:
The security of sensitive data shared in private conversations.
The use of information to improve algorithms without explicit user consent.
The risk of bias and misinformation generated by AI, especially in automated interactions.
Meta has stated that its goal is to make artificial intelligence products accessible to an ever-increasing number of people around the world. With this expansion in Europe, the company aims to consolidate its position in the AI sector, challenging competitors such as Google Bard and OpenAI’s ChatGPT.
For the Italian market, this novelty represents an opportunity for technological development, but will require careful regulation to avoid risks related to privacy and security. In the coming months, it will be interesting to observe the adoption of Meta AI by Italian users and the possible impact on the digital and commercial dynamics of the country. Artificial intelligence is destined to become an increasingly integral part of our digital lives. Meta AI could represent a significant step forward, but its effectiveness and acceptance will depend on the company’s ability to ensure transparency, security and compliance with European regulations.
Alessandro Fiorentino