Meta Launches New Enterprise Push to Boost Business Adoption of Its AI Tools
The Takeaway
- Meta launched a new Enterprise Solutions unit to boost business adoption of its AI tools.
- The unit will embed engineers and product managers directly with clients.
- Meta is seeking to monetize its huge investment in AI and to diversify its revenue streams.
Meta Platforms plans to place engineers and product managers inside large corporate customers as part of a new unit at the social-media giant to push businesses to use its AI tools and services.
In an internal memo, senior executive Naomi Gleit said the new organization, called Enterprise Solutions, will be made up of product managers who lead customer engagements, data engineers who prepare client data for use in Meta’s AI systems, and software engineers who integrate Meta’s tools directly into the systems customers use to run their operations. The move follows similar efforts by Google and others to employ technical consultants, often called forward-deployed engineers, to customize AI for business clients.
“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, which was reviewed by The Information.
Gleit’s memo, which was shared last week, didn’t spell out what specific products and services the enterprise team will promote. Meta’s business overwhelmingly focuses on serving ads to the billions of users of its apps, but CEO Mark Zuckerberg and other executives have spoken recently about expanding their business offerings as they seek to justify the company’s massive spending on AI infrastructure to investors.
In another effort to monetize its huge investments in AI, Meta on Wednesday announced that it is testing new paid subscriptions for its AI chatbot in its Facebook, Instagram and WhatsApp services.
Meta has been trying for at least a decade to build enterprise products, with limited success. In 2016 it launched a business-focused version of Facebook, called Workplace, intended to compete with Slack and Microsoft Teams. It announced two years ago it was closing the product. Meta also helps companies reach customers on its Messenger and WhatsApp messaging services, but that business remains relatively small. Last year, 98% of Meta’s revenue came from advertising.
The Enterprise Solutions org will focus on helping enterprise clients successfully integrate Meta’s AI tools and “building repeatable playbooks and tooling along the way so the work can scale over time,” a Meta spokesperson said.
The approach of the Enterprise Solutions team mirrors a trend among tech companies toward hiring forward deployed engineers who work closely with clients to integrate AI into their workflows. Google’s cloud chief, Thomas Kurian, said earlier this month that the company would form a new team of forward deployed engineers, following similar moves in recent months by companies including OpenAI, Anthropic and Nvidia.
Meta announced the formation of the new enterprise solutions group in an internal memo last week, which also informed employees that it was moving more than 7,000 staffers to several new initiatives including that one. Meta last week also announced layoffs affecting about 8,000 workers.
A ‘Critical Year’ for Meta’s AI Transformation
The enterprise push comes as Meta is rethinking how its own employees use AI internally, and how that could inform potential products. Chief Technology Officer Andrew Bosworth outlined in a separate memo last month how Meta is reorganizing internal work around AI agents through an initiative called the Agent Transformation Accelerator.
The initiative will consist of four teams designed to reorganize internal work around AI agents that increasingly perform tasks traditionally done by employees. Workers will shift from executing tasks to overseeing agents that carry them out, Bosworth said, adding that 2026 “is a critical year” for Meta’s transformation. “The tools we build and the ways of working we establish will define what Meta looks like in this AI era,” he wrote in the memo, also reviewed by The Information.
Bosworth said the company’s current set of AI tools has become fragmented, with overlapping tools creating confusion and diluting impact, and that Meta is now working toward a more unified approach.
He added that employees should use AI tools only when they meaningfully improve productivity, not simply to increase usage metrics, a practice known as “tokenmaxxing.”
“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 of impact of any kind. We will be using these tools because they’ll genuinely allow us to do better work, faster.”
Tokenmaxxing is the term for employees trying to demonstrate their AI chops by burning as many AI tokens (units of data processed by large language models) as possible. As previously reported, some Meta employees have even tracked usage on internal leaderboards ranking AI power users based on token consumption, turning AI usage itself into a form of competition and status signaling inside the company.