Meta Launches Hebrew-Supported AI Assistant Meta AI in Israel via WhatsApp and Social Apps

Meta has officially launched its AI assistant, Meta AI, in Israel, now fully supporting the Hebrew language. The AI, based on the advanced Muse Spark model, is integrated directly into WhatsApp, Instagram, and Facebook, allowing users to interact with it in natural Hebrew through Meta's dedicated platform, website, and especially within WhatsApp. This rollout marks a new phase in Meta's effort to establish a "personal superintelligence" for its users.

Available on both iOS and Android, Meta AI enables users to chat, generate images from text descriptions, and utilize multi-modal capabilities such as sharing photos and receiving real-time responses. The AI can analyze visual objects, identify refrigerator contents to suggest recipes, and edit or create new images and graphic designs like album covers or collages. The Muse Spark model is designed for speed and can handle complex scientific and mathematical queries, relying on trend analysis and content from Meta's social networks rather than general web searches.

Despite the enthusiasm, Meta's launch in Israel comes about two months later than competitors like ChatGPT and Google's Gemini, which already hold significant market share locally. The AI's reliance on social media community data may offer advantages but also raises concerns about information accuracy and source reliability. Privacy remains a critical issue, as Meta's deep integration into digital life and its advertising mechanisms might deter users from linking the AI assistant to private WhatsApp conversations. The system also connects to external apps like Gmail and Outlook, enhancing coordination but expanding Meta's access to sensitive personal data.

This announcement follows Meta's recent move to replace phone numbers with usernames on WhatsApp, reinforcing the app's rebranding as a full social platform. For users of Meta's Ray-Ban smart glasses, Meta AI promises a significant upgrade in wearable device capabilities. The key question now is whether Meta AI's high accessibility within WhatsApp will be enough to challenge established AI leaders in the Israeli market.