Meta Embedding Engineers With Customers to Push AI Adoption

Meta reportedly wants to place engineers and product managers with its large corporate clients.

That’s according to a report Wednesday (May 27) from The Information which says this move is part of a new division within the tech giant designed to promote adoption of Meta’s artificial intelligence (AI) tools and services.

The report cites an internal memo in which Naomi Gleit, Meta’s head of product, said the new Enterprise Solutions unit will be comprised of product managers who head customer engagements, data engineers who prepare customer data for use within Meta’s AI systems and software engineers who embed the company’s tools into the clients’ systems.

This move, The Information notes, follows similar efforts by companies such as Google to use technical consultants, often known as “forward-deployed engineers,” to customize AI for business customers.

“We have seen great success across the industry from companies who have put people with these backgrounds into companies to enable their tools, like AI and advanced data tools, to take off,” Gleit wrote in the memo.

The report adds that this push is happening during what Meta Chief Technology Officer Andrew Bosworth has called a “critical year” for Meta’s transformation, per another internal memo circulated last month and reviewed by The Information.

“The tools we build and the ways of working we establish will define what Meta looks like in this AI era,” he wrote.

At the same time, he said workers should only use AI tools to improve productivity, not simply to increase usage metrics, a practice called “tokenmaxxing,” the report added.

“Nobody should be using AI tools just for the sake of using them,” Bosworth wrote. “All motion is not progress and token usage alone is not a measure.”

This follows reports from earlier this month that workers in Amazon were using the company’s “MeshClaw” product to automate additional and unnecessary AI activity to increase their token consumption and meet internal usage targets.

In other Meta news, the company announced Wednesday plans to roll out subscriptions for three of its apps and for creators, businesses and power users of its AI offering.

Subscription plans known as Instagram Plus, WhatsApp Plus and Facebook Plus are being introduced worldwide, Gleit said in a post on Instagram.

“These subscription plans offer richer ways to express and connect across our apps, with more fun features to be added,” Gleit said.