Meta CEO Mark Zuckerberg tries on Orion AR glasses at the Meta Connect annual event at the company’s headquarters in Menlo Park, California, U.S., September 25, 2024. REUTERS/Manuel Orbegozo
Manuel Orbegozo | Reuters
“Aut Zuck Aut Nihil” spanned the front of Mark Zuckerberg’s loose-fitting black shirt during his keynote at Meta’s Connect event in September.
The words, donned in all-caps and gray font, were a play on the Latin phrase “Aut Caesar Aut Nihil,” which translates to “Either Caesar or nothing” or rather “All or nothing.” It was a fitting phrase for a company that in 2024 put the full weight of its resources behind its artificial intelligence strategy.
Meta in April said it would raise its spending levels in 2024 by as much as $10 billion to support infrastructure investments for its AI efforts. Although the announcement sent shares plunging as much as 19% that evening, investors have come around to the company’s costly AI ambitions. Meta’s stock price hit a record on Dec. 11, and it’s up nearly 70% year to date as of the market’s close on Friday.
“It’s clear that there are a lot of new opportunities to use new AI advances to accelerate our core business that should have strong ROI over the next few years, so I think we should invest more there,” Zuckerberg said on a call with analysts in October.
He noted AI’s “positive impact on nearly all aspects of our work,” highlighting how the technology was key to rebuilding the company’s online advertising business that took a lashing from Apple‘s iOS privacy update in 2021. Additionally, he said AI underpins Meta’s more nascent projects, such as its Ray-Ban Meta smart glasses and experimental Orion augmented reality headset that Zuckerberg believes could represent “the next computing platform.”
Zuckerberg’s comments about AI underscore how the technology has become Meta’s top priority, directly impacting the company’s business and potentially paving the way for future revenue opportunities. Unlike the company’s more conventional services, like Instagram and Facebook, AI is an infrastructure technology that Zuckerberg wants hardwired into its various products, particularly as competitors like OpenAI continue to make inroads with consumers.
While OpenAI’s GPT family of AI models help power apps like ChatGPT, Meta’s family of Llama AI models feeds the company’s newer generative AI features like the Meta AI digital assistant. That chatbot represents Zuckerberg’s primary way to introduce generative AI technologies to its billions of users.
“Meta AI is on track to being the most used AI assistant in the world by the end of this year,” Zuckerberg said at Connect.
The company has been increasingly releasing new generative AI features for advertisers to continue improving the efficiency of its online advertising platform. And with the hiring last month of Clara Shih, who had been Salesforce’s CEO of AI, to lead a new business AI group, Meta aims to build a more enterprise-focused unit in the new year.
The Meta AI logo is being displayed on a smartphone in this photo illustration in Brussels, Belgium, on June 10, 2024.
Jonathan Raa | Nurphoto | Getty Images
Meta’s all-encompassing approach to AI has led analysts to predict that Meta is positioned for more success in 2025.
Analysts at Jefferies chose Meta as one of generative AI’s “winners” heading into 2025, writing in a Dec. 15 note that the company’s massive user base represents “one of the richest surfaces to introduce Gen AI tools.” Truist Securities analysts said in a note last week that the Meta AI digital assistant could challenge Google’s search as “an answer engine for all kinds of queries” and that the social media company is likely to outperform in 2025, potentially benefiting from offering businesses more advanced customer service chatbots.
“We believe META has a unique opportunity to introduce Gen AI tools to the almost 4B users & >200M businesses across its family of apps,” the Jefferies analysts wrote.
Meta declined to comment for this article, but pointed to previous statistics and executive comments about AI.
Meta AI’s expanding user base
Meta has been increasingly talking up the number of people who use Meta AI, with Zuckerberg saying in December that the digital assistant “now has nearly 600 million monthly actives.”
He launched the Meta AI chatbot in 2023 to rival the generative AI chatbots of competitors, most notably OpenAI’s ChatGPT. In April, the company brought it to the forefront of each of the apps in its empire by putting Meta AI in the search bars of Instagram, Facebook, WhatsApp and Messenger.
But because the company doesn’t offer a stand-alone Meta AI app, it’s difficult to directly compare its usage to similar services like ChatGPT or Anthropic’s Claude, said David Curry, the data editor for insights firm Business of Apps.
When it comes to monthly active users, the most popular of these generative AI chatbot apps is ChatGPT by a wide margin, followed by Google Gemini, Microsoft Copilot, Claude and Perplexity, Curry said.
The Meta AI “standalone website gets less than 10 million views per month, putting it far below the major services (ChatGPT, Gemini, etc) and even lower than some mid-range players like Anthropic,” Curry said, based on data he accessed via the Similarweb web-tracking service.
Meta’s finance chief, Susan Li, told analysts in July that India has become the company’s “largest market for Meta AI usage.” That usage has coincided with promising signs of retention and engagement on WhatsApp, Li added.
Tourists are seen at the forecourt of the iconic Gateway of India as a digital display of messaging app WhatsApp is displayed, in Mumbai on August 25, 2023.
Indranil Mukherjee | AFP | Getty Images
Among those users is Sonny Ravan,a music producer in Pune, India. Ravan said he finds Meta AI, which he uses through WhatsApp, helpful for learning about the history of songs that he enjoys. He also uses it as a tool to learn about people in the music industry who he plans to work with or meet, describing it as great for preparation.
Sathish Thiyagarajan, 30, a technical support engineer for marketing tech firm GoX.AI, said he’s increasingly using Meta AI as a search tool via WhatsApp, which he noted dominates the Indian market for mobile internet communications.
“While I’m talking with my family or my friends, if they’re saying something to me and I have to search something, I’m not going to go to Google,” said Thiyagarajan, of Chennai, India. “I’m just going to put the phone in the speaker mode, and I’ll immediately search through Meta AI.”
However, Thiyagarajan said he only uses Meta AI when he’s on his phone. If he’s at his computer, OpenAI’s ChatGPT is his preferred AI chatbot.
Not everyone is a fan of Meta AI’s bundling into WhatsApp’s search functions.
Jawhar Sircar, 72, a retired government official in Kolkata, India, called the Meta AI search feature in WhatsApp “quite a nuisance.” That’s because whenever a user pauses while typing out a name in the search-find box, the Meta AI technology quickly “picks up whatever has been typed” and generates what he describes as unnecessary search prompt suggestions.
As far as the popularity of Meta AI in India, Sircar said he thinks the feature is mostly used by companies, technologists and other professionals who “are getting hooked to AI” alongside the Indian government’s continued investment in regional computing infrastructure.
“Professionals and companies have started using AI, but the general user has no need, at least not on the Meta platforms,” Sircar wrote in an email.
Meta’s AI strategy for advertisers
Advertising is still the key to revenue.
Meta said in December that over 1 million advertisers had used the company’s GenAI tools to create more than 15 million ads in a single month.
“We estimate that businesses using image generation are seeing a +7% increase in conversions,” Meta said at the time, regarding its image generation features.
While people may associate generative AI with the visually striking and sometimes surreal imagery derived from popular services like Dall-E or Midjourney, it’s more likely that the average small business advertiser uses Meta’s GenAI tools for more subtle tasks, said Stacy Reed, an online advertising and Facebook ads consultant.
That includes using AI to create multiple versions of an ad’s headline, auto-resizing the size of ads so they look appropriate within users’ Instagram and Facebook apps, and repositioning certain images within the ads so that the promotions perform better, Reed said.
Advertisers that already write strong, creative copy can ask Meta’s GenAI tools for “a little bit more” help, Reed said.
“That’s where you win with their AI tools,” she said.
Reed said the many small advertisers she supports aren’t associating the new features with AI. They “think that Meta is just enhancing the way you build ads,” Reed said.
Celina Guerrero, an independent corporate sales and training consultant, said she uses Meta’s GenAI tools to help with writing headlines for her ads, but she said she finds Meta’s advertising interface to be confusing and constantly changing.
“It is visually overwhelming from a user experience,” Guerrero said.
Ahead of a Facebook ad campaign planned for January, Guerrero said she is debating how to use Meta’s GenAI tools for more in-depth tasks, like modifying her ad’s entire in-line copy.
“I don’t want my copy to sound like ChatGPT,” Guerrero said, referring to the sterile, run-of-the-mill AI-generated text that’s proliferating the web. “I have two options: One, I don’t use the variations, or two, I spend an inordinate amount of hours editing it.”
Most big companies and advertising agencies are turning to more marketing-specific tools for their generative AI-based ad campaigns, said Jay Pattisall, principal analyst at Forrester. Those services are more robust than Meta’s built-in AI ad tools, he said.
Still, the mere introduction of simple GenAI tools is beneficial to Metaconsidering it dominates the digital ads market along with Google. Meta’s generative AI tools just have “to be good enough to squeeze out more investment” from advertisers, said Maurice Rahmey, CEO of performance marketing firm Disruptive Digital and a former Facebook customer manager.
“It’s better for their business, even if it’s just those small, incremental changes,” Rahmey said “It’s a business of scale.”
Clara Shih, Former CEO of Salesforce AI
Bloomberg | Bloomberg | Getty Images
What’s next for Meta’s enterprise play?
With Meta’s hiring of Shih from Salesforce in November, some analysts say Meta could make an enterprise technology push with its Llama family of open-source AI models.
Llama’s advancements “represent a significant opportunity for businesses to drive more efficiencies and significantly improve the experiences they offer their customers,” Meta monetization head John Hegeman said in a statement.
Shih, who was one of CNBC’s 2024 changemakers, rejoined Salesforce in 2020 after previously working at the company from 2006 through 2009. As part of her most recent role at Salesforce, Shih helped oversee Einstein GPT for Service and Sales, a GenAI product intended for sales and customer support staff.
During her first stint at Salesforce, Shih created a business app that let users connect their Salesforce customer relationship software with their Facebook connections. In 2009, she wrote “The Facebook Era,” a book intended for professionals to better understand how to use social networks for business.
Multiple former Meta AI and product leaders told CNBC that Shih’s vast experience will be helpful considering the company has failed in previous attempts at building enterprise software.
Meta announced in May that it plans to shut down Workplace, its business communications product, by 2026. And after buying enterprise startup Kustomer for about $1 billion in 2020, Meta spun it out in 2023 in a deal that was reportedly valued at $250 million.
The most logical step for Meta would be to create a larger business around WhatsApp, said Ralph Schackart, an internet equity analyst at investment bank William Blair. Specifically, WhatsApp could help businesses build customer-service chatbots using Meta’s GenAI, Schackart said.
“Longer term, this is going to evolve into customized sales agents, which is a $3 trillion-plus industry,” Schackart said about Meta’s WhatsApp business AI chatbot opportunity.
Tesla displays Optimus next to two of its vehicles at the World Robot Conference in Beijing on Aug. 22, 2024.
CNBC | Evelyn
Tesla’s vice president of Optimus robotics, Milan Kovac, said on Friday that he’s leaving the company.
In a post on X, Kovac thanked Tesla CEO Elon Musk and reminisced about his tenure, which began in 2016.
“I want to thank @elonmusk from the bottom of my heart for his trust and teachings over the decade we’ve worked together,” Kovac wrote. “Elon, you’ve taught me to discern signal from noise, hardcore resilience, and many fundamental principles of engineering. I am forever grateful. Tesla will win, I guarantee you that.”
Tesla is developing Optimus with the aim of someday selling it as a bipedal, intelligent robot capable of everything from factory work to babysitting.
In a first-quarter shareholder deck, Tesla said it was on target for “builds of Optimus on our Fremont pilot production line in 2025, with wider deployment of bots doing useful work across our factories.”
During Tesla’s 2024 annual shareholder meeting, Musk characterized himself as “pathologically optimistic,” then claimed the humanoid robots would lift the company’s market cap to $25 trillion at an unspecified future date.
In recent weeks, Musk told CNBC’s David Faber that Tesla is now training its Optimus systems to do “primitive tasks,” like picking up objects, open a door or throw a ball.
Competitors in the space include Boston Dynamics, Agility Robotics, Apptronik, 1X and Figure.
Kovac had previously served as the company’s director of Autopilot software engineering. He rose to lead the company’s Optimus unit as vice president in 2022.
Musk personally thanked Kovac for his “outstanding contributions” to the business.
President Donald Trump holds a news conference with Elon Musk to mark the end of the Tesla CEO’s tenure as a special government employee overseeing the U.S. DOGE Service on Friday May 30, 2025 in the Oval Office of the White House in Washington.
Tom Brenner | The Washington Post | Getty Images
Tesla has been facing massive challenges trying to get back on track after a disastrous first quarter. Those headwinds strengthened considerably this week.
CEO Elon Musk officially concluded his term with the Trump administration at the end of May, hitting the 130-day mark, the maximum time allowed for a “special government employee.” On his way out the door, Musk expressed sharp criticism of the Trump’s signaturespending bill that’s being debated in Congress due to its expected impact on the national debt.
What started off as a policy disagreement quickly escalated into an all-out online brawl, with Musk and President Donald Trump hurling insults at one other from their respective social media platforms. After Musk called the “one, big beautiful bill” an “abomination” and rallied his followers on X to “kill the bill,” Trump said Musk had gone “CRAZY” and threatened to end government contracts and cut off subsidies for Musk’s companies. Musk responded, “Go ahead, make my day.”
The rift sent Tesla shares plummeting 14% on Thursday, wiping out roughly $152 billion in value, the most for any day in the company’s 15 year-history on the public market. While Musk is still the richest person in the world on paper, his net worth plunged by $34 billion, according to Bloomberg’s Billionaires Index.
More importantly, the spat brought about the collapse to a relationship that blended business, politics and power in a manner virtually unprecedented in U.S. history. The ramifications to Tesla, which fell out of the trillion-dollar club on Thursday, could be severe, and not just because Trump is reportedly considering selling or giving away the red Model S he purchased in March after turning the White House lawn into a Tesla showroom.
A senior White House official told NBC News on Friday that the president was “not interested” in having a call with Musk to resolve their feud.
Ire from the Trump administration could influence everything from future regulation, investigations and government support for Tesla, to decisions on tariff exemptions the company has been seeking in order to purchase Chinese-made manufacturing equipment.
Tesla shares were badly underperforming the broader market before the Musk-Trump breakup. Revenue slid 9% in the first quarter from a year earlier, with auto revenue plummeting 20%, due to the combination of increased competition from lower-cost EV makers in China and a consumer backlash to Trump’s political activities and rhetoric.
It’s certainly not what Tesla shareholders were expecting, when they sent the stock up about 30% in the days following Trump’s election victory in November. After spending close to $300 million to return Trump to the White House, Musk was poised to have a major role in the administration and be in position to push through regulatory changes in ways that benefited his companies.
Instead, his company has suffered, and Musk’s behavior is largely to blame.
One of his most divisive actions in leading the Trump administration’s Department of Government Efficiency (DOGE) was the dismantling of USAID, which previously delivered billions of dollars of food and medicine to more than 100 countries.
Beyond the U.S., Musk has endorsed Germany’s far-right extremist party AfD, and gave a gesture that many viewed as a Nazi salute at an inauguration rally.
In response, in recent months, there were numerous cases of vandalism or arson of Tesla facilities or vehicles in the U.S., as well as waves of peaceful protests at Tesla stores and service centers in North America and Europe.
Advertisements in protest of Musk have appeared in New York’s Times Square, and at bus shelters in London, urging people to boycott Tesla, some labeling the company’s EVs as “swasticars.” The Vancouver International Auto Show even removed Tesla from its exhibitors’ list fearing the company’s presence would cause safety problems.
On top all that are President Trump’s sweeping tariffs, which have led to concerns that costs will increase for parts and materials crucial for EV production. In its first-quarter earnings report in April, Tesla refrained from promising growth this year and said it will “revisit our 2025 guidance in our Q2 update.”
Board is mum
Pension funds that invest in Tesla have said the “crisis” at the company requires a leader to work a minimum of 40 hours per week to focus on solving its problems.
Public officials are echoing that sentiment, and calling on Tesla’s board to take action.
New York City Comptroller Brad Lander said on Thursday in s statement to CNBC that the “schoolyard fight” between Trump and Musk highlights how “Tesla’s weak accountability measures and poor governance threaten not only the company’s financial stability and shareholder value, but also the future of homegrown EV production.”
Brooke Lierman, comptroller of Maryland, told CNBC in an email that the company’s board “is not doing its job to ensure that there is a CEO at Tesla who is putting the company’s interests first.”
Since Musk’s name is synonymous with Tesla, the board needs to ensure that Tesla can stand on its own regardless of who’s leading the company, she added.
“Musk’s behavior continues to threaten the future of Tesla,” Lierman said. “As long as Tesla is identified with Elon Musk and he continues to be a polarizing figure, he will continue to damage the brand which is a huge part of Tesla’s value.”
Musk didn’t respond to a request for comment. CNBC also reached out for comment to board chair Robyn Denholm and directors and executives who work in government relations and in the office of the CEO. None of them responded as of the time of publication.
Elon Musk interviews on CNBC from the Tesla Headquarters in Texas.
CNBC
Tesla investors focused on business fundamentals are justified in their skepticism.
The company has failed to roll out innovative and affordable new model EVs, while Chinese competitors like BYD have flooded the market, particularly in Europe.
Analysts at Goldman Sachs on Thursday lowered their price target on Tesla mostly due to the outlook for 2025. Deliveries this quarter are tracking lower for the U.S., the analysts noted, while European sales saw a 50% year-over-year decline in April and another double-digit drop in May. China sales from those two months were down about 20% from a year earlier.
Quality is also a problem. Tesla has announced eight voluntary recalls of the Cybertruck in 15 months due to a range of issues including software bugs and sticking accelerator pedals.
Robotaxi ready?
Musk is urging investors to largely ignore the core business and look to the future, which he says is all about autonomous vehicles and humanoid robots.
But even there, Tesla is behind. In AVs the company has ceded ground to Alphabet’s Waymo, which is operating commercial robotaxi services in several U.S. markets. After a decade of missed deadlines, Musk has promised a small launch of a Tesla driverless ride-hailing service in Austin this month.
The Austin robotaxi service will operate in a geofenced area, Musk said in a recent interview with CNBC’s David Faber, and will begin with a small fleet of just 10 to 20 Model Y vehicles with Full Self-Driving (FSD) Unsupervised technology installed. If all goes well, Musk has said, Tesla will try to rapidly expand its driverless offerings to other markets like San Francisco and Los Angeles.
What consumers won’t be seeing anytime soon are the Cybercab and Robovan vehicles that Tesla touted at its “We, Robot” event last year to drum up customer and investor enthusiasm.
On Friday, Milan Kovac, Tesla’s vice president of Optimus robotics, announced he was leaving after joining the company in 2016. Musk thanked him for his “outstanding contribution” in a post on X.
Still, there are plenty Tesla bulls and Musk fanboys who are believers in the CEO’s vision. The stock’s 4% rebound on Friday is a sign that some saw an opportunity to buy the dip.
“I think the real story here is the investor base of Tesla literally doesn’t care about anything,” Josh Brown, CEO of Ritholtz Wealth Management and CNBC PRO contributor, told CNBC’s “Halftime Report” Friday. “This is still a nothing matters stock.”
FundStrat’s Tom Lee said the Tesla selloff was “overdone.”
Tesla’s market cap, which is dramatically inflated relative to every other U.S. car maker, is built on Musk’s vision of Tesla’s Optimus humanoid robots doing factory work and babysitting our children, while self-driving Cybercabs and Robovans make money carting around passengers.
Morgan Stanley’s Adam Jonas wrote in a note this week that, “Tesla still holds so many valuable cards that are largely apolitical,” pointing to what he sees as the company’s “AI leadership, autonomy/robotics, manufacturing, supply chain re-architecture, renewable power, [and] critical infrastructure.”
In terms of Tesla’s existing business, the most immediate impact from what’s happening in Washington D.C., is the rollback of EV credits in the current budget bill that Musk loudly opposes and that’s struggling to find sufficient support in the Senate. There’s also the matter of the tariffs and whether Tesla is able to get preferred treatment, a proposition that seems increasingly unlikely with the Musk-Trump fallout.
Matthew LaBrot, a former Tesla staff program manager, told CNBC that he’s not surprised that Musk blew up his relationship with the president. LaBrot was terminated earlier this year after sending an open letter in protest of Musk’s divisive political activity.
“I am devastated for the country and the climate, though Elon only has himself to blame,” LaBrot said in an interview. “Back a loose canon, expect stray canon fire.”
Tesla investors can’t know at the moment how much of Musk’s energy and time will now return to his lone public company, and the business responsible for the vast majority of his wealth. Even without politics, he still has SpaceX, AI startup xAI and brain tech startup Neuralink, among other businesses.
As of Thursday, Musk still had a West Wing office that hadn’t been cleaned out, two administration officials told NBC News. The space will likely be packed up in the coming days, one of the officials said.
And while his time in the Trump camp may be over, Musk has called on his followers to form a new party in the U.S.
“Is it time to create a new political party in America that actually represents the 80% in the middle?” he wrote on X on Thursday, in a post that’s now pinned at the top of his page. According to the post, 80% of 5.6 million respondents to the unofficial poll said “yes.”
Musk’s actions this week may have caused a permanent rift with the president. But one thing is clear — his company can’t get away from the White House.
The Docusign Inc. application for download in the Apple App Store on a smartphone arranged in Dobbs Ferry, New York, U.S., on Thursday, April 1, 2021.
Tiffany Hagler-Geard | Bloomberg | Getty Images
Shares of DocuSign tanked 18% in trading on Friday, a day after the e-signature provider reported stronger-than-expected earnings but slashed its full-year billings outlook.
Here’s how the company performed in the fiscal first quarter, compared with estimates from analysts polled by LSEG:
Earnings per share: 90 cents, adjusted, vs. 81 cents expected
Revenue: $764 million vs. $748 million expected
Billings, a closely-watched sales metric, came in at $739.6 million in the fiscal first quarter, which ended April 30. That was lower than the $746 million expected by analysts, according to StreetAccount. It also fell short of the company’s own forecast, which guided for billings between $741 million and $751 million.
For the current fiscal year, DocuSign said it expects billings of $3.28 billion to $3.34 billion, down from a range of $3.3 billion to $3.35 billion.
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In the first quarter of DocuSign’s 2026 fiscal year, revenue jumped 8% year over year to $764 million. Subscription revenue increased 8% from the same period a year ago to $746.2 million.
DocuSign reported net income of $72.1 million, or 34 cents per share, compared to net income of $33.8 million, or 16 cents per share, a year earlier.
For the fiscal second quarter, the company expects revenue to be between $777 million and $781 million, compared to consensus estimates of $775 million, according to LSEG. For the full fiscal year, DocuSign projected revenue of $3.15 billion to $3.16 billion. Analysts were expecting $3.14 billion, according to LSEG.
The company also announced an additional $1 billion stock buyback, taking its share repurchase plan to $1.4 billion.
DocuSign shares are down more than 16% year to date.