When Meta introduced its first AI-powered assistant across Instagram, WhatsApp, Facebook, and Threads, the landscape was already crowded with AI products making big promises. Meta AI wasn't just another chatbot — it was the first generative AI assistant embedded directly into the social apps billions of people use daily. But launching it required more than awareness campaigns. It required a content strategy that could translate complex AI features into relatable, everyday use cases — showing people not just what Meta AI could do, but how it could fit seamlessly into their lives.

As Director of Strategy, I led and supported the cultural research, strategic frameworks, and program infrastructure that brought our Humanity, Meet Meta AI strategy to life. I also helped design the operational program that guided our creative teams, and directed the day-to-day execution of 200+ content pieces across @Meta's channels. Most importantly, I provided ongoing strategic counsel based on performance data and ensured every piece of content — from UI tutorials to creator collaborations — laddered back to our human-first approach.

Over the course of a year, the work shifted Meta AI's perception from unfamiliar to approachable. We reached 30M+ users, earning 500K+ engagements, proving that advanced technology could feel like a natural extension of how people already used Meta's platforms.