Meta brings its short-form video feed of AI slop to Europe

Meta announced on Thursday that Vibes, its AI-generated short-form video feed, is officially launching across Europe through the Meta AI app.

Think of it as TikTok or Instagram Reels, but with a twist — every video is AI-generated.

The European rollout comes six weeks after Vibes debuted in the U.S., shortly before OpenAI launched Sora, its own social video platform for creating and sharing AI-generated clips.

Image Credits: Meta

What Is Meta Vibes?

Vibes allows users to create, remix, and share short-form AI-generated videos using simple prompts or existing clips.

Users can type a description, and Meta’s AI tools will generate a matching video — or they can “remix” someone else’s content, adding new visuals, styles, or music layers.

“This is an inherently social and collaborative creation experience,” Meta said in a blog post, emphasising co-creation and shared storytelling. “You’re encouraged to remix, co-create, and build stories together with friends.”

Videos created in Vibes can be posted directly to the Vibes feed, shared with friends, or cross-posted to Instagram and Facebook Reels or Stories.

Meta says that each user’s feed will become more personalised over time based on the AI-generated videos they engage with.

Mixed Reaction From Users

When Mark Zuckerberg first unveiled Vibes in September, reactions on his own Threads and Facebook posts were mixed — and often scathing.

One of the top comments read: “gang nobody wants this.” Another added: “Bro’s posting AI slop on his own app.”

Despite the backlash, Meta insists that AI-generated media creation has surged tenfold since the feature’s launch in the Meta AI app.

An Awkward Pivot for Meta

Meta’s rollout of an AI-only video feed comes just months after the company told creators to focus on “authentic storytelling” and warned against posting “unoriginal” content — a policy meant to improve the quality of short-form videos across its platforms.

Now, with Vibes, the company appears to be leaning hard into AI-generated creativity, even as critics argue that social media is already flooded with low-quality “AI slop.”

Meanwhile, rivals like YouTube are moving in the opposite direction, rolling out stricter AI labelling and moderation policies to prevent the spread of misinformation and spam.

The Bigger Picture

Meta’s new AI video ecosystem reflects its broader strategy to integrate generative AI into every corner of its platforms — from chatbots and image generation to video creation and social remixing.

The company claims that Vibes is designed to “encourage collaboration, not competition”, , signalling its vision for the next generation of social media, which will blend human creativity and AI co-production.

Still, whether users will embrace an endless scroll of AI-generated clips remains an open question.