A new set of machine learning techniques that enable computers to produce text, images, and other forms of media that are comparable to human output will be the focus of a new product group that Meta will establish within the company called “generative AI.”

The move comes at a time when big tech companies and startups with a lot of money are competing to show off new machine learning techniques and use models of artificial intelligence in their products.

Mark Zuckerberg, CEO, stated in a Facebook post that the unit will combine several Meta teams. Current Chief Product Officer Chris Cox will lead the organization of the new group.

Zuckerberg stated that Meta’s products would incorporate tools that are “creative and expressive.”

“We’re exploring experiences with text (like chat in WhatsApp and Messenger), with images (like creative Instagram filters and ad formats), and with video and multi-modal experiences,” Zuckerberg said. “We have a lot of foundational work to do before getting to the really futuristic experiences, but I’m excited about all of the new things we’ll build along the way.”

OpenAI’s large language models, for instance, have been incorporated into a Microsoft Bing chatbot and a ChatGPT chatbot, respectively. Additionally, Google is developing the chatbot Bard.

Snap made the announcement on Monday that it would include a ChatGPT bot in its Snapchat app.

Meta’s brand-new large language model, LLaMA, was unveiled last week. At the time, Meta stated that its models stand out because they can be used by researchers and are smaller and cost less to use than larger models.

However, the announcement also indicated that Meta, which conducts a significant amount of research into artificial intelligence, would not allow rivals to pass it by in the AI competition.