Meta在大规模AI投资中陷入战略混乱，尽管投入数百亿美元却在行业竞争中落后1。2025年6月，Meta投资143亿美元于数据标注公司Scale AI，并挖角其CEO Alexandr Wang领导AI部门1。然而公司内部对AI前景持悲观态度，员工称AI战略是"一场混乱"，内部认为Meta不在AI行业前三，员工倾向使用Anthropic和OpenAI模型而非Meta自有模型1。一名长期员工表示，大多数人认为公司最终会像搁置元宇宙那样放弃AI努力1。
Meta的核心广告业务虽保持强劲增长，预计Instagram美国广告收入2026年达520亿美元，Facebook为480亿美元，Meta整体广告收入同比增长27%1。但用户增长停滞且面临年轻一代流失风险1。智能眼镜业务成为亮点，Meta在Q2 2026占有69.2%市场份额、AI眼镜市场占76%1；Ray-Ban Meta智能眼镜自2023年上市以来销量约200万部，到2025年底合作伙伴EssilorLuxottica已售出额外700万部1。Meta Reality Labs已累计亏损超过80亿美元1。
Meta在儿童安全问题上遭受重创。公司与47个州检察长达成和解，条件包括对青少年的两小时每日使用限制和夜间学校时段通知限制1。第二季度因诉讼支出承担24亿美元费用，此前因儿童安全案件被判罚接近10亿美元1。扎克伯格曾在2021年私下对话中承认将重点放在元宇宙而非儿童安全1。同时，Meta新AI助手Muse于2025年9月上线，据Apptopia估计美国日活用户超60万，位列iOS应用商店榜首1。
Meta is grappling with significant operational and strategic challenges despite aggressive investment across multiple fronts. The social media giant invested $14.3 billion in data annotation company Scale AI in June 2025, recruiting its CEO Alexandr Wang to lead the company's AI division 1. Yet internal assessments paint a troubled picture: employees describe the AI strategy as "a mess," with staff skeptical that Meta ranks among the industry's top three AI companies and preferring to use models from Anthropic and OpenAI rather than Meta's own offerings 1.
The company's struggle extends across its business segments. While core advertising operations remain resilient—Meta's overall ad revenue grew 27 percent year-over-year, with Instagram projected to generate $52 billion in U.S. advertising revenue in 2026 and Facebook $48 billion 1—user growth has stalled. Reality Labs, Meta's augmented and virtual reality division, has accumulated losses exceeding $8 billion, though the company achieved a 69.2 percent market share in the smart glasses segment in the second quarter of 2026 1. Ray-Ban Meta smart glasses, launched in 2023, have sold roughly 2 million units directly, with partner EssilorLuxottica distributing an additional 7 million by the end of 2025 1.
Beyond operational missteps, Meta confronts mounting legal liabilities. The company reached settlements with 47 state attorneys general regarding child safety, agreeing to implement two-hour daily usage limits for teenagers and restricting notifications during school hours 1. These settlements came at substantial cost: Meta incurred $2.4 billion in litigation expenses in the second quarter alone and faced prior penalties totaling close to $1 billion related to child safety cases 1. An internal memo revealed that CEO Mark Zuckerberg acknowledged prioritizing metaverse development over child safety, stating he would not characterize youth protection as his "primary focus" because he is "more focused on building the metaverse" 1. Long-standing employees express little confidence in management's current direction, with one remarking that "most people at Meta think the company will eventually abandon AI efforts the way it shelved the metaverse" 1.
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