Meta has officially expanded its AI-powered assistant, Meta AI, to the Middle East and North Africa (MENA) region, introducing Arabic language support to millions of users.
This landmark rollout, announced on monday, marks a significant step in making advanced AI tools accessible to a broader audience, bridging linguistic and technological gaps in one of the world’s most dynamic regions.
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A regional AI revolution in the Middle East and Africa
Meta AI, powered by the state-of-the-art Llama 3.2 large language model, is now available across Meta’s family of apps—Facebook, Instagram, WhatsApp, and Messenger—in countries including Algeria, Egypt, Iraq, Jordan, Libya, Morocco, Saudi Arabia, Tunisia, the United Arab Emirates (UAE), and Yemen. Accessible via a blue circle icon within these apps, Meta AI requires no registration and offers real-time research, brainstorming, and planning assistance. By typing “@Meta AI” in chats, users in the Middle East and Africa can leverage this tool, enhancing connectivity across the region. Introducing Arabic support targets the region’s linguistic diversity, ensuring relevance for Arabic-speaking users, a critical step for Meta’s expansion in Africa and the Middle East.
Features and functionality of Meta AI with Llama 3.2
Meta AI’s capabilities in the Middle East and Africa are powered by Llama 3.2, enabling text generation, image creation, and animation. The “Imagine” feature lets users describe scenes—like “a tiger wearing a vest drinking tea at a café”—to generate AI images, while “Imagine Me” offers stylised selfies, and audio dubbing enhances Instagram Reels. Meta AI facilitates collaboration for group chats, such as suggesting travel destinations within a six-hour flight from the UAE. Fares Akkad, Meta’s Regional Director for Middle East and Africa, called this launch a “gateway to a smarter, more connected life,” emphasising its accessibility—free, device-agnostic, and integrated into widely used apps—across Africa and the Middle East.
Addressing challenges and concerns for Meta AI in Africa and the Middle East
The rollout has sparked excitement and concerns about generative AI misuse, mainly misinformation. Meta acknowledges these risks, implementing filters and updating Llama 3.2 models biweekly for safety.
While Meta’s Arabic support is a leap forward, refinement is needed to handle regional nuances, as seen with competitors like Jais and Falcon, ensuring Meta’s AI remains relevant in Africa and the Middle East.
Impact on the Middle East and Africa regions
The expansion aligns with AI growth in the Middle East and Africa, where governments and firms pursue localised solutions. Google’s $15 million AI Opportunity Initiative for MENA (November 2024) and Arabic models like Jais and Falcon highlight the region’s ambitions. Meta AI, powered by Llama 3.2, positions Meta as a leader, potentially reaching nearly 700 million users globally by year’s end. In Africa, it could enhance digital inclusion in markets like Nigeria and South Africa, while in the Middle East, it supports business automation and individual creativity, deepening Meta’s regional footprint.
Looking Ahead with Meta AI and Llama 3.2 in Africa and the Middle East
Meta is launching “Elevating Every Moment,” featuring regional creators like Yara Boumonsef and Amro Maskoun on Instagram and an educational series on Meta Arabia’s Facebook page. These initiatives educate users on crafting prompts and maximising Meta AI’s potential for tasks like art and travel planning in the Middle East and Africa.
While its rollout continues, Meta AI’s arrival with Arabic support and Llama 3.2 signals a transformative shift, promising to connect communities and drive innovation. Its success depends on addressing linguistic challenges and ensuring safety, but its potential to reshape connectivity in Africa and the Middle East is undeniable as of February 2025.
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