Meta doesn't need to monetize their AI directly the way OpenAI or Anthropic would do. Meta runs ads, and they can use AI to help advertisers create content, target people, engage, etc.

> Meta runs ads, and they can use AI to help advertisers create content, target people, engage, etc.

It is hard to imagine the level of spending they are doing if that is the sum total of their use case: shoring up a moat for which there really aren't any significant competitors in the first place. It seems like it can only be justified by eventually rolling out some kind of subscription service for... something, but for the life of me I can't think of what they might be able to actually sell to people or corps.