Meta is set to integrate more generative AI technology into its virtual, augmented, and mixed-reality games, aiming to boost its struggling metaverse strategy. According to a recent job listing, the company plans to create new gaming experiences that change with each playthrough and follow unpredictable paths. The initiative will initially focus on Horizon, Meta's suite of metaverse games and applications, but could extend to other platforms like smartphones and PCs.

These developments are part of Meta's broader effort to enhance its metaverse offerings and address the financial challenges faced by Reality Labs, the division responsible for its metaverse projects. Despite selling millions of Quest headsets, Meta has struggled to attract users to its Horizon platform and mitigate substantial operating losses. Recently, the company began allowing third-party manufacturers to license Quest software features and increased investment in metaverse gaming, spurred by CEO Mark Zuckerberg's growing interest in the field.

Meta's interest in generative AI is not new. In 2022, Zuckerberg demonstrated a prototype called Builder Bot, which allows users to create virtual worlds with simple prompts. Additionally, Meta's CTO, Andrew Bosworth, has highlighted the potential of generative AI tools to democratise content creation within the metaverse, likening their impact to that of Instagram on personal content creation.

Generative AI is already making waves in game development, with companies like Disney-backed Inworld using the technology to enhance game dialogues and narratives. While some game creators are concerned about the impact on their jobs, Meta is committed to significant investments in generative AI, even though CEO Zuckerberg cautioned that it might take years for these investments to become profitable.