Threads gets Meta AI that users can’t block

Meta has introduced a new feature in Threads that allows users to tag a built-in AI assistant to get answers to questions and context in conversations. This is similar to how X users invoke Grok from xAI. However, as Threads users quickly discovered, Meta's new AI account cannot be blocked — and this has sparked a wave of discontent.

How the New AI in Threads Works

The feature is currently being tested on the platform and gives users the ability to mention Meta's AI account in their posts to get answers to questions or additional information about the discussion topic. It's a convenient way to get information without needing to switch to a separate chat interface or application. In terms of functionality, it indeed resembles using Grok on X, where users can invoke an AI model directly in the discussion thread.

It's particularly similar to interacting with AI assistants in chats, where a user asks a question and the AI provides an answer in real time. For Meta, this is a way to attract more people to use AI services by embedding them directly into the social network.

Users Cannot Block the Bot

The main problem that Threads users noticed is the inability to block this AI account. Most platforms have an option to block unwanted accounts, but in the case of Meta AI, this option is absent. This means that users cannot hide posts from this bot and cannot exclude it from their experience on the platform. The criticism was immediate and harsh. People point out that this violates the basic principle of control over their own news feed:

• Impossible to block the mandatory AI account
• Impossible to hide posts from this bot
• Forced interaction with AI in the thread
• Lack of choice when using the platform
• Violation of user autonomy principle

"This forces everyone to interact with AI, whether they want to or

not," complained users in their posts.

The situation reminds us of other disputes around mandatory features on social networks, when platforms prioritize their own services over user preferences.

Meta's Billions in AI Becoming More Aggressive

Meta has invested billions of dollars in developing its own AI models, trying to catch up with competitors like OpenAI and Google. The company hires top talent, builds expensive infrastructure, and invests in research. In April, the company launched a new Llama Spark model, integrated into its services to handle various tasks.

Meta's strategy is crystal clear: use its platforms (Threads, Instagram, Facebook) with more than 3 billion active users to distribute AI functionality to the masses. This allows the company to gather data, improve models, and create new revenue streams. The problem is that users may not want this.

Such an approach makes economic sense for Meta, but raises questions about how much people really want such integration in their social networks.

What This Means

The launch of a mandatory AI assistant in Threads is yet another signal that Meta views artificial intelligence not simply as an option, but as an integral part of its platforms on a long-term basis. Users will see more AI content, will tag AI bots, and will interact with them regardless of their personal preferences. The blocking issue is just the visible part of a larger problem: the degree of user control over their own experience on social networks. Social platforms are becoming a place where companies, not people, decide what each user sees in their feed.