Meta has unveiled a new campaign outlining its vision for artificial intelligence, with Chief Executive Officer Mark Zuckerberg positioning AI as a technology that strengthens human connection rather than replacing it. In a post shared on Thursday, Zuckerberg said the company's long-standing mission of helping people communicate and share experiences would continue to guide its AI strategy. The announcement was accompanied by a promotional video that presents Meta's approach to AI as centred on openness, accessibility and everyday use. The campaign argues that AI should help more people benefit from technology instead of creating barriers to access. The messaging also contrasts Meta's outlook with narratives that portray AI primarily as a source of disruption or risk, suggesting that public discussions around AI have increasingly focused on concerns such as job displacement and societal disruption. Meta said its objective is to develop AI systems that can be used by individuals at scale, building on the company's existing ecosystem of social platforms and digital services. The company has repeatedly stated that it intends to integrate AI capabilities across products including Facebook, Instagram, WhatsApp and Messenger. Zuckerberg said the company believes the benefits of AI should be distributed widely, adding that Meta remains committed to developing tools designed to help people communicate, create and collaborate more effectively.