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Hello, geeks!
This week I swapped my home office for a giant hall in London, because Meta had new AI tools it wanted to show off at its ‘Conversations’ event.
And I got sent an invite….
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The event is the company's annual love letter to its messaging empire — WhatsApp, Messenger, Instagram DMs — and this year it came loaded with AI product announcements aimed squarely at businesses. Big ones. More on that in a second.
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I was one of around a dozen creators flown in from across the globe to cover it. Well, some were flown in. I jumped on the always delayed 7.50am Cardiff > London Paddington train with crappy coffee and stale croissants.
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The event itself? A slick production.
Three floors of Central Hall were decked out like a very flashy Meta app brand activations, with 1,500 business execs, marketers, creators, and journalists grabbing the limited freebies on offer, including:
An Instagram post office where you could send a mate a branded postcard (somewhere in the world, not just across the room)
A Messenger 'Shop' printing personalised keyrings
A WhatsApp vending machine dispensing limited edition Walkers Crisps
A bar serving Meta-branded cocktails and smoothies, because nothing says "enterprise messaging platform" like a branded mojito
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We were given the full white-glove Meta VIP treatment — chaperoned, fed, watered, and kept away from the load-bearing walls. Zuck’s AI surveilled employees are well rehearsed at PR stage-managing its events.
Among the familiar faces i was pleased to bump into: Sophie 'Pretty Little Marketer' Miller, the always-excellent Grace Andrews, and BBC tech royalty Zoe Kleinman. Sadly I forgot to get the group selfie.
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As for the actual announcements? Beneath the free crisps and branded cocktails, Meta unveiled a stack of genuinely interesting AI-powered messaging tools that will likely have a huge impact on how businesses use WhatsApp, Messenger, and Instagram.
Some feel incremental. Others will fundamentally change how brands handle customer service, sales, and marketing over the next few years.
That’s assuming Meta's AI chatbot stops handing out access to someone else’s account to anyone who asks nicely. 😬
Keep scrolling for my full breakdown of everything Meta announced at Conversations 2026.
— Matt-
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2 cool things…
🔥 Semafor Media: I read this every Sunday. 10 minutes. The media industry forces behind social platform shifts covered in Geekout. Free → Subscribe
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🍹 If Mark Zuckerberg was a cocktail mixologist: Check out Meta’s Signature cocktails menu → View menu (scroll to bottom)
Meta introduces AI messaging agent platform for businesses [CHATBOTTING]
Chinese spies use LinkedIn to lure Westerners into sharing sensitive information [SPYING]
Instagram rolls out its Snapchat+ clone Instagram Plus globally [PAYWALLING]
UK MP sues Elon Musk’s xAI in test case over deepfake sexual images [LITIGATING]
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They read Semafor Media. And so do I — every Sunday without fail.
Every newsroom shakeup, creator economy shift, and behind-the-scenes moves shaping the media business all start somewhere — and Semafor Media is where those stories first break.
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Meta wants businesses to embrace its AI… as its AI helps users hack accounts
When Mark Zuckerberg popped up in London (via a pre-recorded video) at Meta’s Conversations event this week, he presented a rosy image of how the company’s new AI tools could eventually transform entrepreneurship.
The team on stage at the event showed us Meta Business Agent.
As Zuck put it on screen, the idea is to give “any business of any size an agent to talk to customers, and help run your operation. So now a clothing shop in Birmingham or a bakery in São Paulo can offer the same always-on, highly personalised experience as a major brand.”
AI agents are expanding globally across WhatsApp and Messenger, and expanding to Instagram. They’ll help businesses keep on top of customer demands, and soon offer insights and advice on how to provide a better service.
Eventually Zuck wants AI to “run your whole business”.
…but by AI running your whole business, what he REALLY means is META running your whole business.
And given the juicier story about the company’s AI in the headlines this week, businesses might have pause before they dive feet-first into letting Meta run their operations.
High profile Instagram accounts like the Obama White House and the head of US Space Force were being compromised, along with in-demand ‘OG’ short handles…. And they were being compromised in the most ridiculous way…
Hackers were simply asking Meta’s AI support agent to do the work for them, switching accounts’ email addresses with ease for a full takeover.
Once word spread about the hack, Meta said the flaw was fixed and started alerting affected users.
But there are claims the hacks are still ongoing. Hackers say Meta only removed a button rather than providing a full fix, and API access to the vulnerability remains open.
…so, who’s going to be first to dive in and hand their whole business operations over to Meta? You first!
Meta
/ Facebook
Meta expand teen account settings globally [Image: Instagram]
Meta is expanding its 13+ teen account settings globally across Instagram, Facebook, and Messenger
Meta silently added face-recognition code for Its smart glasses to millions of phones…
….But Meta’s comms boss thinks WIRED’s reporting is BS
Meta is letting creators bundle new or old Reels in ordered episodes on Instagram and Facebook
Meta’s Oversight Board says it also thinks the company’s rules for banning accounts are a mess
Meta earned a partial EU court reprieve stalling Facebook Marketplace being designated a ‘Gatekeeper’ platform with stricter regulation
Meta’s employee mouse-tracking tool could get it into trouble with the EU
…but Meta is now letting workers pause tracking while they “check something personal” on their device
Facebook has a new World Cup themed splash screen in its latest iOS beta
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Instagram
[Image: Instagram]
Instagram is testing a new feature to limit teens from seeing excessive amounts of certain content types and to promote a more balanced feed
Instagram is rolling out screenshot prevention for Stories
Instagram users on Android will get improved camera features if they upgrade to Android 17
Instagram wants to know why you’re not interested in a post
Instagram is adding filters in music search
Instagram is testing a new ‘Suggested Products’ feature for Reels, to help viewers discover products featured in creators’ content
Instagram added new creative tools to its Edits app, including the ability to save imported audio, loudness matching, and font search
Instagram is testing an "Audience Connections" feature in the Professional Dashboard, surfacing your most engaged followers, newest fans, and people who've quietly ghosted you
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Threads
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WhatsApp
Threads rolls out Music Stickers globally [Image: Threads]
Threads is rolling music stickers out to all users, letting you includer 30-second song clips in posts and replies
Threads posts appear to be getting a push in Google Discover feeds. It lags behind YouTube and X, but appears to show up more often than TikTok or Instagram
Threads is rolling out Liquid Glass support on iOS
Threads is testing out the ability to pin up to three private conversations
Threads is testing support for in-app YouTube video playback controls on iOS
Threads was spotted offering custom animations for Arsenal related posts
Threads has renamed ‘text attachment’ to ‘snippet’
Threads is testing a new ‘Highlights’ filter for its notifications tab. But it’s not working right now.
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WhatsApp
WhatsApp FIFA World Cup 2026 features launched [Image: WhatsApp]
WhatsApp officially launched a new features for football fans ahead of FIFA World Cup 2026, including an in-app World Cup hub, stickers, themed calling effects, and a new ⚽️ emoji
WhatsApp is working on a scam alerts warns you about suspicious messages without breaking encryption
WhatsApp revamped chat lists interface is rolling out on iOS
WhatsApp is working on a new Contacts tab to help you discover active and recently online contacts in a new tab
WhatsApp is working on bringing its Liquid Glass redesign to the Mac app
WhatsApp is working on the ability to edit Status captions
WhatsApp is bringing the address book photo feature back on Android
WhatsApp may soon let users send text messages with the view-once option, making them disappear after the recipient reads them
WhatsApp has produced a documentary about Arsenal start Bukayo Saka, streaming on Disney+ from today
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X / Twitter
X adds ‘React with video’ feature [Image: X]
X now lets you record TikTok-style reaction videos to posts
Elon Musk is trying again to escape FTC audits of X data handling
xAI may face more lawsuits over Grok-generated sexualised images in the UK, following a British MP’s test case
X now adds a watermark crediting the original creator when you share a video post to your Instagram Story
xAI wants alleged Grok deepfake victims publicly named in court, perhaps a strategy to force the plaintiffs to drop the case
X is testing a new design for the Storage section of the app, with a new ‘Clear cache’ feature
xAI has paused hiring specialists to train Grok. It could be rethinking its unusual strategy
xChat now lets you choose how long media files are kept in their conversations
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TikTok
TikTok’s #BookTok Summer Reading List 2026 [Image: TikTok]
TikTok has released its #BookTok Summer Reading List 2026
TikTok face demands from a senator for more details about its handling of US users’ data
TikTok is said to be working more directly with music artists, leaving record labels scared of being cut out of the loop
TikTok has launched an in-app fan hub for UK breakthrough artist Skye Newman
TikTok is marking Pride Month with a new #PrideTikTok creator spotlight campaign
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YouTube
[Image: Beehiiv AI]
YouTube has overtaken Netflix in daily viewing minutes globally. Average daily usage per YouTube account is now 99.1 minutes. Netflix has dropped to 93.4 minutes.
YouTube will soon let publishers link access to videos to their own paywall
YouTube Shorts has gained Media Rating Council brand safety accreditation
YouTube is launching a creator consultation across the EU, giving creators a direct line into policymakers shaping Europe’s creator economy
YouTube is rolling out the ability to add music to photo Community Posts
YouTube is testing ‘save to device’ when you’re editing a Short
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LinkedIn
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Reddit
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Snapchat
LinkedIn’s new Discovery metric for creators [Image: Claude AI]
LinkedIn launched a new Reach metric that breaks down total post views from followers vs. new audiences outside your network
LinkedIn is expanding in-app post boosting to more users
Reddit has added a ‘repost’ button
Snap has acquired AR company Illumix in a bid to boost augmented reality efforts
Snap has retreated from original news shows on Snapchat. Its ’Good Luck America’ show has been on indefinite hiatus since March
Bluesky now lets you switch between multiple accounts easily
Bluesky says it’s now more inspired by Reddit than X
Google is letting creators customize their search result page profile, to showcase everything they do online
Twitch creators will soon be able to stream in horizontal and vertical formats simultaneously
Facebook is launching an AI Assistant just for Creators.
Creators can ask Creator Assistant why posts worked, audiences shifted or Reels flopped.
The tool gives personalised recommendations based on content, engagement and goals. It also suggests trending formats, audio and content ideas when creators hit a wall.
Meta wants creators spending less time decoding analytics and more time feeding the content machine…
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Also spotted this week…
Meta plans to introduce a wearable AI pendant, new AI glasses models, and a ‘Wearables for Work’ business
Meta AI’s app now includes a ‘Private Processing Activity’ option, to generate on-device reports of requests your device has sent through Private Processing
Meta may charge up to $200 per month for its Hatch AI agent, that will help users manage schedules, send emails and the like
Meta’s AI chief sees an opportunity in its models’ giving health advice in the future
Meta keeps delaying the release to developers of its new Muse Spark AI model, apparently due to bugs and infrastructure issues
YouTube has added more AI creator tools for Shorts, Podcasts, and TV
Instagram Edits is testing AI-generated captions
Instagram Edits is getting access to Android native AI features like Smart Enhance and Sound Separation
X now shows a video promoting Grok’s apps with Grok answers a question
WhatsApp is rolling out sticker creation using AI
Canva launched a Perplexity Computer connector, enabling users to use AI to generate editable Canva design projects
KSI’s exit from the Sidemen highlights a new creator-economy headache.
Creator collectives are growing from friendship groups into media businesses.
That means ownership, IP, revenue splits and succession now matter.
I gave my take on it to The Daily Influence…
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This is brilliant. 404 Media has uncovered how Google employees have been sharing memes internally about how the company’s AI sucks 🤣
The publication recreated the memes rather than post them directly to help protect their sources…
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Discover more mischievous Googler-venting here
This is great! Dua Lipa has turned her “always on holiday” meme into a Google Maps partnership.
“Dua’s Lists” includes 12 curated travel guides, from Tokyo to natural wine bars.
Each location includes a Dua photo, personal blurb and downloadable Google Maps list.
Select cities also get a custom Levitating-themed Pegman. Silly, but smart.
This is celebrity brand strategy done properly. Meme, utility, lifestyle, product.
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Also viral this week:
A viral YouTube show about an unhinged AI is hitting cinemas. It’s a big test for Hollywood
Brands are planting promo posts on Reddit to influence ChatGPT and Google AI results.
Moderators say “warmed up” accounts make the spam harder to detect, as agencies begin to sell Reddit posting as AI-engine optimisation.
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More brand news and views:
Brands like Smoothie King are turning to platform-native shows, creator storytelling, and microdrama-style content as social platforms turn into entertainment hubs
Brands are stampeding into microdramas chasing the next big engagement hack, but beware: they might be over as soon as they began
"The difference between what people think of Mark and how Mark actually is, is huge"
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Also quoted this week:
"I think the public square is not the direction we want to go in. Essentially, I think it’s useful as a discovery mechanism, but we’re very inspired by companies like Reddit."
- Bluesky exec Rose Wang speaking at SXSW in London claiming BlueSky doesn’t aim to be like X or Threads.
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TikTok launched TikTok Pro Events, a new app for cultural moments, available on iOS and Android in the US.
It debuts with a dedicated in-app FIFA World Cup 2026 fan hub.
Users aged 18+ can earn Stars for hashtags, sharing, and visiting World Cup content. Stars unlock merch, TikTok Shop coupons, or charity donations.
TikTok is turning fandom into a loyalty programme, ad product and commerce funnel.
"Is LinkedIn entering its post-cringe era?”, The New York Times asks…
LinkedIn is slowly becoming TikTok for people who say “circle back” unironically.
But critics say LinkedIn encourages performative “bro-etry” and fake authenticity.
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Also a great read this week:
YouTube pushes creators harder into premium streaming territory. YouTube CEO Neal Mohan reveals what's next for the platform
Meta legal action forced a Facebook whistleblower to sit in silence at the Hay festival.
Whistleblower Sarah Wynn-Williams couldn’t speak, nod or even respond while her own book was discussed. 😮
Meta’s court order reportedly carries $50,000 fines for each breach - a subtle little intimidation tactic.
Hay even pulled the book, ‘Careless People’, from sale during the event to avoid legal trouble.
Looks like Meta tried to silence a critic… and accidentally created the most powerful book promo imaginable.
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More WTF this week:
Facebook Marketplace sellers are using AI-generated models to make boring listings go viral
People are paying to remove the recording light on Meta’s Ray Ban smart glasses
Hackers could use poisoned WhatsApp and Slack notifications to take over your Google Gemini
A UK influencer is accused of boosting Iran’s regime messaging after two sponsored trips
The UK Government blocked two left-wing streamers from entering the country to speak at SXSX London. The pair claim it’s because they’ve been critical of Israel
Some people seem to be overly upset that the TikTok generation is using the term ‘POV’ differently to how it is conventionally used
Leaked documents revealed how Meta, Snap, TikTok, and YouTube hooked teens at school in the U.S.
Oops.
“TikTok has restored revenue to a trio of original content creators after the tech giant’s AI-powered moderation tools kicked them out of its creator rewards program.”
UK intelligence agency GCHQ needs a National Cyber Security Centre Social Media Lead [Cheltenham / London / Manchester, UK]
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More social media jobs:
Yahoo Finance requires a Social Media Manager [Remote, worldwide]
The Information Commissioner’s Office is looking for a Digital, Social & Creative Content Manager [London / Manchester, UK]
Whatnot is hiring a Social Media Manager [Remote, worldwide]
LinkedIn is nudging brands to write for AI chatbots, not just human scrollers.
Here’s how to do it.
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More pro tips:
Thinking about brand visibility in AI? SEMRush has some tips
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More social stats:
SCAMS SCHOOLED: Meta says it removed 159 million scam ads in 2025, along with 10.9 million scam-linked accounts
BIG CLOUD: Pinterest has signed a $4 billion cloud deal with Amazon Web Services, Pinterest’s largest-ever deal
SETTLED: Meta, TikTok, Snapchat, and YouTube will pay $27 million to settle a Kentucky school lawsuit accusing the platforms of being addictive
SMELLS MUSKY: The NYT tracked 602 of Elon Musk’s claimed goals. Only 19% were achieved on time
DANGER SNAP: One third of teens saw harmful content on Snapchat in a week, according to a new study
AD IT UP: Media and entertainment leads US ad spend on X at 24%, followed by shopping at 13%
SEEING RED: Reddit’s audience is older than marketers think, with 62% of US adults on the platform ages 35+
TOP TUBE: DoubleVerify says 70% of marketers increased YouTube streaming spend in the past year
INVISIBLE GEN X: Fewer than 7% of over-50s say brand messaging feels authentically made for them
US federal agencies are getting far more X engagement under Trump than Biden.
The power of MAGA memes….
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Also charted this week:
THREADING UP: Threads’ increase in visibility in Google Discover, charted
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Also spotted this week…
Meta’s metaverse boss quietly left four months ago. [Business Insider $$$]
Meta has hired Snap’s creator connector Jim Shepherd to boost creator partnerships for wearables. [The Hollywood Reporter]
…and Snap has already named his replacement. [Variety]
Meta has revealed details of recent layoffs at its Menlo Park and Playa Vista offices. [Los Angeles Times]
Meta says Australia’s proposed news levy breaches the US-Australia trade pact. [TNW]
TikTok and Sundance have launched a micro-series storytelling programme. [Variety]
Meta is spinning VR fitness app Supernatural out into an independent company [The Verge]
Meta’s chief information security officer Guy Rosen has left the company. Interesting timing given the ongoing controversy over AI security [Bloomberg $$$]
New features and tests:
Facebook is testing a new design for the playback speed buttons for Reels. [@oncescuradu]
Instagram has started showing an AIl Subscriptions section in Settings. [@jonahmanzano]
Threads has added direct access to Accounts Center from the Settings menu. [@theahmedghanem]
LinkedIn now makes it easier to switch feed views directly from the Home tab, without needing to go into Settings. [@theahemedghanem]
Substack has added ‘Reply Rules’ to help creators control responses to their output. [TechCrunch]
Bumble is launching Plans, a paid IRL group date feature in NYC. [Mashable]
The rise of the no-friends influencer: a new influencer niche is turning friendlessness into content.
“Loneliness influencers” post cosy solo nights, spotless flats and no social plans. Creators say they’re normalising solitude, not romanticising isolation.
The format taps into rising loneliness, especially among young adults.
Even having no friends is now a personal brand statement.
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Also worth a read:
To YouTube and beyond: how online gen Z directors stormed Hollywood
Inside Alexandr Wang’s bid to revive Meta’s AI edge
TikTok’s road to becoming a super app
Meta has struggled at selling anything other than ads. Will AI be different?
Are social platforms going to charge all users for access?
Someone made an “Enshittifier” for AI 🤣
It replaces every mention of “AI” on the web with 💩
The creator says they actually like AI, but hates the lazy AI-everything hype cycle.
They’re not alone!
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…And that’s everything you need to know this week.
I’m heading off to come up with some new cocktail ideas for Meta’s next corporate event.
Which drink would you order? 😀🍹
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The Meta-politan — Tastes expensive, mostly repackaged from things that already existed. Comes with a Threads garnish nobody asked for.
Shadowban Mary — Looks incredible. Reaches nobody.
WhatsApp Sour — End-to-end encrypted, but somehow Meta still knows you ordered it.
Pina Zuckolada — Tropical, smooth, and leaves you with a mild sense that someone is watching you enjoy it.
Boosted Post — Costs twice as much as it should. Reaches half the people you wanted.
Facebook Old Fashioned — Your dad loves it. Everyone else moved on years ago.
Got a better Meta cocktail suggestion? Send me your idea - Hit reply!
Goodbye, geeks!
P.S. This newsletter is edited by Martin SFP Bryant
