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On December 29, 2025, Meta Platforms Inc. formalized the acquisition of Manus, a startup specialized in autonomous artificial intelligence agents. The information, revealed by Reuters, comes in a context of intense technological competition between digital giants. After having invested heavily in language models and generative AI, the sector is now entering a new phase: that ofAI capable of acting, and no longer just to answer. For Meta, this acquisition represents a strategic lever to consolidate its place in the global advanced artificial intelligence ecosystem.
In 2025, Manus distinguished itself by the development of so-called AI agents General-purpose, able to plan actions, analyze complex information, and perform tasks independently. Unlike traditional assistants, these agents are not limited to providing recommendations or content: they can combine several actions for a specific purpose, such as organizing a campaign, conducting automated monitoring, or managing digital processes. This approach corresponds to the rise ofAgentic AI, considered by many analysts to be the next big technological breakthrough after generative AI.
Meta has confirmed that Manus technology will be integrated into Meta AI, with gradual deployment in its existing platforms. The challenge is twofold: to improve the user experience and to create new uses with high added value for businesses. Thanks to its base of billions of users and its advertising ecosystem, Meta has an ideal terrain to deploy AI agents on a large scale. The company also specified that the Manus teams will continue to operate from Singapore, a strategic hub for technological innovation in Asia, guaranteeing the continuity of developments and operational stability.
For digital marketing players, this acquisition could profoundly transform practices. Autonomous AI agents are paving the way for advanced campaign automation, real-time personalization of messages, and smarter management of customer interactions. In e-commerce, these technologies can optimize the user journey, automate customer support, and improve conversion through assistants that can act directly in the interface. Ultimately, community managers, marketers, and UX designers will need to rethink their strategies for collaborating with these agents rather than simply using them as tools.
The acquisition of Manus by Meta is part of a wider dynamic of consolidation of the artificial intelligence market. Major platforms seek to secure key technologies before they become essential standards. This operation confirms that the strategic value no longer lies only in language models, but in their ability to be integrated, deployed, and monetized at scale. For Meta, it is a bet on the future: that of an AI deeply integrated into daily uses, capable of sustainably transforming the way in which individuals and businesses interact with digital technology.
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