Meta Launches Hebrew AI Assistant in Israel, Integrates It into WhatsApp and Smart Glasses

Meta has officially launched its personal AI assistant, Meta AI, in Israel, marking a significant step in the company's global AI competition. Available now in Hebrew, the service can be accessed via the dedicated Meta AI platform at meta.ai on desktop and mobile, and notably, directly within WhatsApp. This integration leverages Meta's vast social media user base to promote what it calls a "personal superintelligence." Users can also connect external apps like Gmail and Outlook to the assistant.

At the core of Meta AI is the Muse Spark model, Meta's first multimodal reasoning AI capable of processing both visual and textual information simultaneously. Similar to competitors like Gemini and ChatGPT, it can handle complex scientific and mathematical tasks. Israeli users can engage in natural Hebrew conversations, generate and edit images and videos from text prompts, and send photos, such as fridge contents or screenshots, for real-time analysis and recommendations without leaving the chat app.

Privacy concerns remain a key issue in the local market, as Meta’s deep ecosystem integration and advertising-driven business model may deter privacy-conscious users. Unlike competitors that rely heavily on web link scanning, Meta AI bases its responses on trends, content, and community recommendations from Instagram, Facebook, and Threads, appealing to users who trust these platforms.

Meta CEO Mark Zuckerberg envisions broad deployment of the Muse Spark model with cultural and linguistic adaptations for multiple countries, including Israel, known for its rapid technology adoption. While strict privacy regulations in the US and Europe have delayed similar launches, Meta is pushing to expand global access despite governmental caution worldwide.

Meta AI also enhances the capabilities of Meta’s Ray-Ban and Oakley smart glasses, although the benefits for other platforms remain unclear. For users hesitant about AI, WhatsApp integration offers an accessible entry point. However, Meta’s arrival in Israel is notably later than other competitors, and its success may depend on offering distinct or unique features to challenge established leaders.