Meta launches AI video feed Vibes, but users call it “infinite slop”
Meta rolled out Vibes on Thursday, September 25, 2025, as a new short-form AI video feed. Accessible through the Meta AI app and website, Vibes lets users create clips using text prompts or remix existing ones. CEO Mark Zuckerberg promoted the launch on Instagram with several AI-generated videos.
However, users across Reddit largely reacted skeptically. User u/NowaVision noted, “I love how this would have been such a breakthrough a few years ago and now it just gets called out for the slop it is.” Another user u/garden_speech said, “for every person calling it out as slop, I’m guessing there’s gonna be five of them addicted to scrolling through it within a few years.”
Meanwhile, user u/Main-Company-5946 skeptically said, “They are going to design this thing to be as addictive as possible and it will destroy people’s minds.” Some, however, saw potential, suggesting the feature could evolve into something creative, with user u/VismoSofie remarking, “Someone is bound to use it in a cool way I suppose.”
Behind the scenes, Meta has partnered with the German startup Black Forest Labs to power Vibes. According to Bloomberg, financial filings show Meta signed a contract worth more than $140 million, including $35 million this year and $105 million the next. Sifted also reported on the deal, which highlights how Meta is relying on external providers for parts of its generative AI stack.
The timing of the launch reflects Meta’s shifting AI strategy. In June, the company consolidated research groups into Meta Superintelligence Labs following senior staff departures. Later in July, Reuters reported that Meta appointed a co-creator of ChatGPT as chief scientist to lead long-term research at the division. Meta, which generated nearly $165 billion in revenue last year, is now betting on products like Vibes, image-to-video ad tools, and smart glasses to fuel new growth.
Privacy and moderation risks remain a concern. TechCrunch and others have previously documented how Meta’s AI-powered Discover feed exposed personal interactions, raising questions about how synthetic video will be monitored. With blurred lines of ownership and authenticity, critics argue it could become even harder to filter out misleading or harmful content.
By launching Vibes as both a creative experiment and part of its broader AI push, Meta is betting on synthetic content to become central to its ecosystem. Whether users embrace it or continue to dismiss it as “infinite slop” may determine how quickly the company can turn Vibes into a lasting part of its platform strategy.
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