Meta Platforms (META, Financials) plans to introduce a standalone Meta AI application in the second quarter of 2025, positioning itself more directly against competitors OpenAI and Alphabet’s (GOOGL, Financials) Google Gemini, according to a CNBC report.

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The action fits Chief Executive Mark Zuckerberg’s larger plan to by year-end position Meta as a leader in artificial intelligence.

Launched in September 2023, Meta AI is now replacing conventional search capabilities on Facebook, Instagram, WhatsApp, and Messenger by being included into these platforms. Changing to a separate app would represent a strategic growth with more user interaction and possible income sources.

Responding to a user on Threads who proposed the concept, Zuckerberg said in January that the business was interested in a specialized AI app. With OpenAI’s ChatGPT, an independent platform, Meta AI would be directly in competition going forward.

For its AI solutions, Meta is looking into monetizing strategies including a premium membership akin to ChatGPT Plus from OpenAI. Susan Li, the chief financial officer, has pointed out possible income sources like subscription-based services and premium AI-driven suggestions.

With India as its main market, especially via WhatsApp, Meta AI now claims 700 million monthly active users across its integrated platforms. Still, the separate Meta AI website gets fewer than 10 million monthly views.

Already, rivals have developed autonomous artificial intelligence apps. While xAI’s Grok is now accessible for iOS users, Android users must join a queue; Google has pushed iOS users into downloading its Gemini app instead of accessing it via the regular Google app.

Some Meta AI development team members work seven-day weeks to meet company objectives, according to inside sources, the report said. Zuckerberg has prioritized AI, AR glasses, and social media for Meta’s future.

This article first appeared on GuruFocus.