Meta Launches AI Support Assistant Across Facebook and Instagram

What happened

Meta has launched its AI-powered support assistant across Facebook and Instagram in all countries where Meta AI is available. The tool is built directly into both apps on iOS and Android, as well as the desktop Help Centre for each platform.

The assistant is designed to resolve account issues from start to finish, not just point you toward documentation. It can reset passwords, update profile settings, manage privacy options, report scams and impersonation accounts, explain why content was removed, track appeals, and help users log back into accounts they have been locked out of.

Meta says the assistant responds to most requests in under five seconds, which is a significant improvement on traditional help centre searches. Among users who have provided feedback so far, the majority report a positive experience.

The launch also includes expanded AI-powered content moderation tools, with Meta saying AI can now catch severe violations like scams faster and with fewer over-enforcement mistakes.

What this means for your business

If your business has a Facebook Page or runs ads on Instagram, this is useful to know. Account access problems and content removal disputes are among the most frustrating experiences for business owners on Meta's platforms, and the new support assistant is designed to cut through the usual hours-long wait for resolution.

More broadly, this is a sign of where customer service is heading. If one of the world's largest tech companies is replacing human support agents with AI at this scale, it is worth considering whether you could do the same in your own business. For straightforward, repetitive support queries, AI tools are increasingly capable of handling the full resolution flow, not just the first response.