Meta Platforms Inc. is joining the slew of other companies in the generative artificial intelligence movement by creating a new top-level product team to “turbocharge” work, Chief Executive Mark Zuckerberg said in a Facebook post on Monday.

To do this, Meta will pull together resources from across the company into one group to focus on building experiences that will be integrated into Meta’s various products.

Generative AI is a type of technology that is capable of responding to conversational language from humans by generating new content rather than simply analyzing or acting on existing data. In this way, it can act and appear human, seem to hold actual conversations and create artwork and other content. People have used generative AI to suggest cooking recipes, make trip itineraries, suggest movies to watch and summarize news articles.

“In the short term, we’ll focus on building creative and expressive tools,” Zuckerberg said. “Over the longer term, we’ll focus on developing AI personas that can help people in a variety of ways.”

He added that the company is exploring incorporating AI technology into its existing products such as chat for WhatsApp and Messenger, producing images for Instagram filters or advertisements, or using it in video and other multimedia formats.

According to Axios, the new team will be led by Ahmad Al-Dahle, Meta’s vice president of AI and core machine learning technology, who previously worked at Apple before joining the social media giant.

Meta recently released its own version of generative AI technology called LLaMA, or the Large Language Model Meta AI, into open source. The most famous example of a large language model on the market is GPT-3 from OpenAI LLC, the model behind ChatGPT, which has become extremely popular for its ability to make humanlike responses to almost anything a person can ask it.

ChatGPT is leading a revolution in the generative AI market as many companies are beginning to integrate it into their products. Most recently Microsoft Corp. began adding the technology into its search engine Bing in order to enhance its search results and provide more human answers and Snap Inc. plans to add a generative AI chatbot to its chat app Snap. Google even jumped into the fray with Bard, an AI search tool.

Meta is no stranger to generative AI work, even when it comes to image generation. In July, the company unveiled the “Make-a-Scene” system that demonstrated sophisticated creative works that could be generated by users simply typing out text descriptions of what they want and the AI would then create stunning images based on that. This is similar to existing AI products such as Stable Diffusion and DALL-E, which also allow artists to describe scenes in descriptive language and produce detailed works of art.

“We have a lot of foundational work to do before getting to the really futuristic experiences, but I’m excited about all of the new things we’ll build along the way,” Zuckerberg said.

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