Mark Zuckerberg announced his Metaverse strategy in late October 2021. During Facebook’s Connect conference on Oct 28, Zuckerberg introduced Meta, which brought together the company’s apps and technologies under a new brand. This announcement marked a significant shift in the company’s focus toward developing the metaverse, which Zuckerberg described as the successor to the mobile internet.
The rebranding of Facebook to Meta was a clear indication of Zuckerberg’s commitment to the metaverse concept. He outlined his vision for a virtual reality world where people could connect, work, and engage in various activities through immersive experiences. This strategic pivot was so significant that it involved changing the parent company’s name from Facebook to Meta, reflecting the organization’s new direction and long-term ambitions.
Four years later, Meta’s focus has shifted dramatically to AI.
Although artificial intelligence has been integrated into Meta/Facebook’s architecture since the beginning, Meta has shifted its focus to using AI to create consumer-friendly chatbots. Meta is now building more advanced language models, positioning itself as a major player in the future of AI across all digital applications.
This shift is reflected in the announcement of Meta’s first developer conference tied to Meta’s AI Llama models and tools – LlamaCon 2025. According to Meta, “Following the unprecedented growth and momentum of our open source Llama collection of models and tools, we’re excited to introduce LlamaCon – a developer conference for 2025 that will take place April 29.”
This is Meta’s first developer conference tied to its Llama models and tools and will give developers an opportunity to learn how to develop apps and services on Llama.
The introduction of LlamaCon is more than a flashy new event. It’s a clear signal that Meta views AI as a cornerstone of its future, just as crucial as its virtual worlds. This shift makes sense when considering Meta’s unrivaled data advantage: over two decades of user-generated content across Facebook, Instagram, and WhatsApp.
With one of the most extensive trainable datasets in existence, Meta is uniquely positioned to build AI models that excel in understanding human interaction, personalization, and engagement. But the big question looms: Is this a genuine strategic pivot or merely a shift in narrative to align with the AI zeitgeist?
History demonstrates that balancing multiple innovations is a challenging task. Apple refused to use the term “metaverse” when it announced its Vision Pro headset, instead fully committing to spatial computing, while OpenAI maintains a singular focus on advancing AI. Google, despite its vast portfolio, has centered AI at the core of its strategy. Meta, however, is navigating the delicate balance of pursuing both AI and the metaverse simultaneously. This dual focus was evident when Meta unveiled LlamaCon alongside its announcement of Meta Connect 2025.
According to Meta, Connect 2025 focuses on VR and wearables, furthering its strategy to help developers innovate for the metaverse. According to Meta, “As in years past, we’ll share the latest and greatest in Meta Horizon updates, peel back the curtain on tomorrow’s tech, and give XR devs the tools they need to help build for the next computing platform today.” By officially announcing the Sep 17-18 dates for Connect 2025 and the inaugural LlamaCon in April, Meta underscores a strategic evolution in the company’s vision for the future—one that bridges AI and the metaverse. Meta has invested billions into the metaverse for the past five years, from VR hardware and Horizon Worlds to spatial computing. But with AI now dominating the tech landscape, Meta appears to be recalibrating its focus.
Rather than sidelining VR and AR, Meta’s move could point to a more integrated future where AI and the metaverse are symbiotic. Picture AI-powered avatars capable of lifelike interactions or virtual environments that intuitively adapt to user preferences. This convergence suggests Meta isn’t abandoning the metaverse—it’s enhancing it with AI.
This convergence of AI and the metaverse is not just speculative. In recent months, AI’s role in XR technology has been front and center at industry panels I’ve moderated, and Meta is keenly aware of the potential. By combining AI with immersive experiences, the company is positioning itself to deliver some of the most advanced AI-XR solutions on the market.
Ultimately, Meta’s bet seems to be that the future of immersive technology lies not in choosing between AI and the metaverse but in merging the two. Whether this gamble pays off remains to be seen, but one thing is certain: Meta is playing a high-stakes game—one that could redefine how we interact with artificial intelligence and virtual worlds.
Interestingly, in Meta’s latest communications, the term “metaverse” has taken a backseat to “spatial computing.” The Connect 2025 announcement embraces “VR and Wearables,” a clear nod to the evolving focus. This reflects a broader industry trend where the term “metaverse” is becoming less central, with the focus shifting toward XR and AI. While Meta may be sidelining the metaverse in name, it remains bullish on a future powered by spatial computing and immersive technology, suggesting that the metaverse may still be alive and well—just under a different name.
Disclosure: Apple and Google subscribe to Creative Strategies research reports along with many other high tech companies around the world.
