Meta Platforms has launched Muse Spark Image, its first image-generation model since a significant AI strategy overhaul by CEO Mark Zuckerberg. This move signals Meta's intensified race against rivals like OpenAI and Google in the artificial intelligence sector.

Muse Spark Image, which Meta states uses "advanced reasoning to understand complex prompts," will be integrated into the Meta AI chatbot, power new editing features on Instagram, and assist marketers in creating advertisements. This launch follows Meta's earlier release of a multimodal model that produced text-only outputs and precedes a forthcoming video model, Muse Video.

The company, led by Zuckerberg's substantial investments and recruitment of AI talent, is aiming to close the gap with competitors. Meta previously relied on a multiyear, multi-billion dollar deal with Midjourney for image-generation capabilities, a partnership that will now be phased out for certain functions in favor of Muse Spark Image. This strategic shift comes amidst pressure on Meta to justify its AI expenditures and a recent workforce reduction.