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The State of Facebook in 2025: AI Takes Center Stage, Next-Gen Smart Glasses, and Policy Updates

Market InsightsSep 9, 2025 · 6 min read

Category: Trends
Reading Time: 6 Minutes

Meta is reshaping Facebook in 2025 with bold investments in AI, hardware, and policy enforcement. Here is what matters most for marketers navigating the new landscape.

Artificial intelligence and breakthrough products

  • Standalone AI application: Meta launched a consumer AI app powered by Llama 4 with social features and connected accounts.
  • Next generation smart glasses: The Meta Ray-Ban Display introduced a monochrome AR screen with native AI assistance.
  • AI everywhere: From Dating to the feed, Meta is infusing assistants and recommendations to keep users engaged.

Platform updates and user experience

  • Mass group suspensions in Vietnam: Facebook removed large communities for policy violations, signaling tighter enforcement.
  • Refreshed interface: A cleaner layout makes content discovery easier, with stronger security options like biometric and QR authentication.

Advertising policy and algorithm changes

  • Tighter policies: Meta is phasing out detailed targeting exclusions and adding restrictions on custom audiences and privacy-sensitive data.
  • Livestream ads approved: Creators can promote live video events to boost real-time engagement.
  • Discovery-first algorithm: Facebook prioritizes interest-based content, surfacing more Reels and recommendations from accounts users do not follow.

With rapid innovation comes complexity. Brands must adapt quickly, keep assets compliant, and design creative for an algorithm that rewards relevance over familiarity.

Need help navigating the new Facebook?
Contact Pro Agency for tailored guidance on policy changes, account stability, and high-performance advertising strategy.

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