Meta has just taken another step in its Artificial Intelligence expansion strategy with the acquisition of Play AI, a startup specializing in human-quality voice generation.
The company develops technology capable of producing realistic speech from text commands, a feature that can be used for storytelling, virtual assistants, games, and other applications.
With the acquisition, the Play AI team will be incorporated into Meta as early as next week. The transaction value was not disclosed.
The acquisition reinforces the company’s move to make AI an essential part of the user experience on the group’s platforms, such as Facebook, Instagram, WhatsApp, and Ray-Ban Meta smart glasses. The idea is to incorporate voice technology into the brand’s artificial intelligence products, such as Meta AI and its interactive characters.
Audible AI Gains Prominence in Marketing
The acquisition of Play AI comes at a time of growth for so-called “humanized synthetic voice” technologies. For Marketing, this represents new opportunities to connect with consumers through more natural, immersive, and personalized audio experiences—ranging from spoken ads to brand assistants with their own personalities.
The move signals that Meta is focusing on the evolution of voice communication and the potential of audio as a strategic engagement channel. With the new technology, it will be possible to create more authentic interactions at scale, without sacrificing humanization—a growing consumer demand.
Accelerated Expansion in AI
The acquisition of Play AI is another milestone in Meta’s journey toward becoming a leading player in the generative AI landscape. The company recently announced a US$14 billion investment in Scale AI and strengthened its team with talent from OpenAI, Apple, and Google.
According to the international press, Meta has also created a division dedicated to developing superintelligence and has been accelerating acquisitions to compete with players such as OpenAI, Alphabet, and Elon Musk.
With this robust and increasingly integrated ecosystem, Meta now offers a new range of possibilities for brands looking to innovate in content, personalization, and voice experience.
