Meta’s Playful Approach to AI Adoption
Meta, the parent company behind Facebook, is taking a hands-on and gamified approach to drive artificial intelligence (AI) adoption internally. The company has rolled out dashboards that track how much employees use AI, tailoring expectations across teams.
Some divisions, like Reality Labs—which spearheads Meta’s hardware and virtual reality efforts—have set specific targets for AI usage, aiming to push adoption rates above 75%, up from 70% currently and a sharp rise from just 30% earlier in June. Other teams are given flexibility to explore and adopt AI at their own pace, reflecting the diversity of workflows and priorities inside Meta.
How AI Tools Are Used Across Meta
AI isn’t just being leveraged for code generation. Meta engineers employ AI assistants to create code templates, draft functions, and streamline routine development tasks. In non-technical departments, staff use AI to brainstorm ideas, co-author documents, clarify policies, and edit drafts, making AI a versatile tool for productivity beyond engineering.
“Level Up”: Gamifying AI Engagement
In a bid to make AI adoption engaging rather than mandatory, Meta introduced “Level Up”—a voluntary program that uses its internal chatbot, Metamate, to gamify employee interactions with AI. Through this program, users earn badges as milestones are reached, turning AI usage into a skill-building activity rather than a workplace requirement.
This approach aligns with trends seen in other tech giants. Google tracks time saved by engineers utilizing AI, while Microsoft ties AI usage directly to performance reviews, emphasizing the need for employees to integrate AI into their daily routines or risk being left behind.
Leadership Perspective and Future Outlook
Meta CEO Mark Zuckerberg has publicly reiterated the company’s AI focus. On the Joe Rogan podcast earlier this year, Zuckerberg predicted that AI would reach the competence of a mid-level engineer by the end of 2025. Further, during Meta’s first quarter earnings call, he suggested that AI coding agents could soon handle a substantial share of research and development activities by mid-2025.
As a result, engagement with AI tools is not just encouraged—it’s being tracked, gamified, and deeply embedded in how Meta defines productivity moving forward.
Key Takeaway:
Meta’s blend of tracking, incentivizing, and gamifying AI adoption demonstrates how major tech firms are making rapid strides in integrating AI into everyday work, setting new standards for employee engagement and productivity in the digital era.