Meta’s push into AI-generated entertainment is going global. The company has announced that its short-form AI video feed, “Vibes,” will now roll out across Europe, following months of testing in the United States and parts of Asia.

According to Meta, media generation through its Meta AI app has surged more than tenfold since Vibes’ introduction earlier this year - a clear signal that users are engaging heavily with algorithmically produced clips and automated visual content.

What Is Meta Vibes?

“Vibes” is Meta’s answer to TikTok’s For You Page — but driven entirely by AI. Instead of surfacing content created by users, the feed mixes human videos with AI-generated skits, animations, and music shorts synthesized through the company’s generative media tools.

Using Meta’s Emu Video and AudioCraft models, the platform automatically produces short clips based on text prompts, trending sounds, or conversational cues inside Meta AI chat. Early demos showed users typing prompts like “a cat DJ in Ibiza” or “a robot cooking dinner,” which the system instantly rendered into stylized video loops.

The company claims this new format “opens up entertainment creation to everyone,” though critics argue it accelerates the flood of what some call “AI slop” — an endless stream of synthetic content optimized for engagement rather than originality.

Europe Rollout and Regulatory Pressure

Launching Vibes in Europe marks a key milestone for Meta, but it also places the company under closer regulatory scrutiny. The EU’s Digital Services Act (DSA) requires clear labeling of AI-generated content, meaning Meta must identify synthetic clips within feeds and provide transparency about how its algorithms recommend them.

Meta said it has developed “new detection layers” that flag AI-made content before publishing. Still, watchdog groups warn that automated filters remain imperfect, and users could be exposed to manipulated media or misinformation disguised as entertainment.

The AI Video Boom

Meta’s timing reflects a broader industry race to dominate short-form AI content. TikTok recently tested AI video remixing, while YouTube is rolling out Dream Screen, which lets creators add AI-generated backgrounds and clips into Shorts.

For Meta, however, Vibes isn’t just a product — it’s part of a strategy to keep users inside its ecosystem of AI tools. By tying video creation to the Meta AI chatbot, the company positions its assistant not only as a conversation agent but also as a creative generator capable of producing endless bite-sized content.

In a company blog post, Meta said:

“Vibes helps us explore how generative AI and human creativity can coexist in new entertainment formats.”

That coexistence, though, is precisely what regulators and creators are debating — whether AI-generated media will complement human creativity or eventually replace it.

Why It Matters

Meta’s European expansion signals the next phase in the AI content arms race — where social platforms are no longer just distributing videos but producing them at scale.

While engagement metrics are soaring, the cultural and ethical implications remain unresolved. As Europe becomes the next testing ground for AI-driven feeds, the world will be watching how Meta balances innovation with responsibility.